Inhibited child-like exuberance had caught the fancy of Concept Advertising, as it conceptualised a new commercial for Domino’s new stuffed crunch pizza. Creative Directors Vandana Katoch and Shalini Singh have developed the TVC, which tries to elucidate the irresistible taste of the new pizza. The overwhelming desire to taste the pizza is depicted in an exaggerated form, inspired by a universal human insight – there is a child inside each of us.
According to Dev Amritesh, VP-Marketing, Domino’s, “The brief we gave to the agency was to highlight the irresistible taste of new Domino’s stuffed crunch pizza, and to do this by bringing alive the inhibited child-like exuberance of adults when the pizza is delivered to them. We are targetting families, and young adults in age group of 25-35, from SEC A. The TVC will go on air in the first week of December in all-leading news and entertainment channels. We are doing BTL initiatives like fliers on pizza boxes and other local store marketing initiatives.”
The film begins with a scene in a conference room, where a boss and his two subordinates are immersed in some serious work. A junior male employee happily receives the Domino’s pizza that is delivered by a Domino’s delivery boy. The stiff-looking boss – played by Arshad Warsi – looks longingly at the stuffed crunch pizza, but does not join his subordinates as they settle down to eat it. Suddenly, to everybody’s surprise including the boss, an alter personality dressed like a child, pops out of the boss. The alter personality, depicting the child within every person, then begins to behave like a small kid.
The two subordinates are taken aback and do not know how to react. The adult-in-child-attire looks at the pizza and exults, “Wow mummy, kitna yummy!” The ‘child’ then takes a slice and bites into it with delight, much to the amazement of the subordinates, and to the embarrassment of the boss. The voiceover than conveys that the taste of the stuffed crunch pizza exudes the child hidden within every adult.
Katoch said, “The brief given to us by Domino’s for the new TVC was to convey that the new stuffed crunch pizza with a soft base, and toppings of crunchy tortilla, was extremely mouth-watering and difficult to resist.”