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Ad Review: Domino’s refreshes the audience with its ‘twin’ effect

21-December-2010
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Ad Review: Domino’s refreshes the audience with its ‘twin’ effect

What has the birth of twins to do with pizza? Domino’s latest ad creates a delightful association between the two and is a double delight to watch. The pizza brand, in its attempt to break the cliche of food chain ads, has given a ‘twin’ twist to the commercial while continuing with its ‘Khushiyon ki Home Delivery’ tagline.

Client: Domino’s
Brand: Domino’s Double Burst Pizza
Agency: Contract
Medium: Television

The Brief:
The brief to the agency was crystal clear as the brand intended to establish a strong consumer connect through the creative and keep the relativity as close as possible. Harneet Singh, GM - Marketing, Jubilant Foodworks Ltd, elaborated, “We have developed the double burst pizza with two layers of liquid cheese and creamy spread filled inside the crust. The idea behind launching this pizza was to up the taste and indulgence quotient for the customers. The brief to the agency was to communicate that Double Burst pizza is ultimate in taste and indulgence, while establishing the format of the product. Also, the creative idea should be novel and should lead to entertaining and clutter breaking work.”

“We also wanted to use some strong consumer insights on ‘after effects’ of eating something very tasty and indulgent so that the connect is stronger. The other important aspect from the brand positioning perspective was that the communication should be under the umbrella of our brand positioning of ‘Khushiyon ki home Delivery’”, he added.

The Execution
Evidently, the agency has kept in mind significant requirements of the brand during the production. Elements like clutter-breaking creativity and emotional connect with the consumer have formed the basis of the whole communication.

“We picked up on key hook of the pizza, which was ‘double’ness and interpreted it as delivering 'double the happiness' and took a creative leap on execution. While we did write quite a few scripts, this one resonated the most with the client-agency team – if the arrival of a baby is one of the happiest moments in a person’s life, what if he/she was blessed with twins? It was linked back with the pizza through the wish angel, who is granting double happiness as he indulges and gets absorbed in the taste of Double Burst pizza,” Bhaskar Ghosh, Vice-President, Account Management, Contract, said.

The Final Product
The TVC opens with an ecstatic father relishing the newborn baby’s presence when a nurse enters in the frame to give him another baby. The next scene adds on to the ‘twin’ aspect when two other men are shown with their respective twin babies. The commercial goes on to depict every parent being blessed with twin babies from across the world and different races. By the end, the main cause and suspense of the ‘twin’ happiness all around the world is revealed through the wish angel soaked in the flavour of Double Burst pizza. The suspense-like element in the ad is disclosed when the angel is shown pressing buttons on a monitor blessing expectant parents around the world with twins. Suddenly, the ‘twin’ button resonates with the ‘overload’ alarm, when the angel realises that his ‘folly’.

Singh commented, “We are extremely happy with the creative piece of work that we have developed for the launch of Double Burst pizza. It scores pretty well on simplicity and single-minded focus of the idea, brilliant execution in a short span of time, excellent casting and tempting food shots. Also, the music director has created a fantastic soundtrack, which makes this ad stand out amongst all the clutter on TV.”

Xpert Comments
Deepesh Jha, Executive Creative Director, Lowe Lintas, felt the package was spilling with over-the-top happiness. “It’s an exaggeration of the ‘Double Burst’ offering. Very watchable as the execution is interestingly done. Though at first I was expecting it to be a One plus One offer ad! It’s a departure from the usual Domino’s tone and style of advertising. The best Domino’s ads are still the Paresh Rawal ‘30 min delivery or free’. Somehow delivering real pizzas to real people made it more endearing than exaggerating the ‘Heavenly’ taste of ‘Double Burst’ (No pun intended, or was it?)!” he commented.

Our Take
The originality and connectivity in the ad-film is something to look out for. The out-of-the-box creative is pleasant in a ‘doubly’ way and the theme song is refreshing. You would not want to surf through the channels while this one’s on air. It is definitely a treat to watch.

 

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