NOT AN AD (under “Moonshot”) worked with Domino’s to launch their new Pepperoni Stuffed Cheesy bread. WIth a goal of showcasing the new menu item and creating brand buzz around Dominos across broadcast channels, we intended to make something iconic, catchy, and modern. Slow cheese pulls layered with a memorable original Yum Yum song, this ad worked to make the food a celebrity with fans singing along while craving the cheesy crust.
This multilayered campaign started with an original audio, titled “Yum Yum” written and produced by NOT AN AD, and launched on TikTok under a “Branded Mission.” We then scripted and produced two original ads both scored with “Yum Yum” and both calling to social-first content styles. One version features an original TikTok-inspired dance to “Yum Yum”, performed by dancers acting as delivery drivers, and shot through a doorbell camera. The second version features real, user-generated TikToks produced under the “Branded Mission”, featuring the best moments of the product feature and their “Yum Yum” inspired content.
The goal of this campaign was to create buzz surrounding the launch of DPZ’s new menu item both on social and NLV advertising. We saw immediate success with the original audio for the campaign, as the song garnered thousands of videos organically after it was launched through the branded mission. We wanted to bring the energy of this social-first campaign to NLV, and through relatable visuals like the Ring camera footage and user-generated clips, we did just that. The ad was unlike anything DPZ had released on NLV or broadcast as it diverted from their typical narrative-first marketing techniques.
