That’s why the “Paving for Pizza” campaign would be an ideal opportunity for Domino’s to reintroduce its 1980s pizza pest, the Noid-a gremlin-like villain in a red body suit with a black N inscribed on its chest. The same principle can be applied to the product’s antagonist (a.k.a. In their book, Storynomics: Story-Driven Marketing in the Post-Advertising World, Thomas Gerace and screenwriting guru Robert McKee assert that in “storified advertising,” product-centric companies often cast their products as personified characters, (e.g., Mr.Clean). But in a world of visual storytelling, sometimes a colorful iconic figure can enhance the story’s effectiveness. So yes, the essential elements of a story are there. Resolution: Domino’s road crew fixes the pothole.Conflict: a pothole causes the pizza to nosedive off the seat.Desire: he wants to get home to eat his pizza.Story = Character + Desire + Conflict + Resolutionĭoes the “Paving for Pizza” TV ad meet all the requirements for a story? Let’s see: At these entertaining yet educational sessions, we learned the following formula: When I worked at Marvel Comics, all assistant editors were required to attend weekly classes about the craft of comic book storytelling. Enter Domino’s to the rescue! The ad is effective because its mission appeals to everyone.Īs a novelist and former comic book writer/editor, I’m an advocate for story-driven advertising. In a hotly contentious political climate, people on both sides of the road agree that local governments are useless when it comes to fixing them. It’s a commendable undertaking, one that appeals to folks from all walks of life. The disappointment on the man’s face is palpable.Ī road crew in Domino’s-branded hard hats arrives to fix the pothole as the voice-over announces that Domino’s is asking customers to nominate their town for pothole repairs at. The red, white, and blue box topples to the floor, and though you don’t see it, you know that only a gooey mess remains within. Suddenly the man swerves to avoid a crater in the road-but he’s too slow. The TV spot features a man racing home, intently anticipating the taste of the hot, fresh Domino’s pizza perched precariously on the seat beside him. Several weeks ago, Domino’s Pizza rolled out (pun intended) its “Paving for Pizza” initiative.
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