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Creative

Domino’s Pesky Villain 'The Noid' Makes a Return in Latest Campaign

The 1980s antihero is 'crashing' television and mobile screens with its classic antics in work from WorkInProgress

Domino’s Pesky Villain 'The Noid' Makes a Return in Latest Campaign

Domino’s Pizza has always had one nemesis: the Noid - an antihero that has been trying to prevent great pizza delivery since 1986. Maybe it was the chaos of 2020 that gave the Noid the confidence to return, or possibly the fact that Domino’s has continued to innovate around great pizza delivery with amazing technology. Whatever the reason, the Noid simply can’t stand it anymore, and the pesky antihero has returned in Domino’s new television ads, which begin airing today, trying to thwart the advanced technology of Nuro’s R2 robot, a completely autonomous, occupantless on-road vehicle, out on a pizza delivery.

“The Noid is Domino’s oldest and most famous villain, and the pizza delivery testing we’re doing with Nuro’s autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return,” said Kate Trumbull, Domino’s vice president of advertising. “However, after 35 years of practice in avoiding the Noid, we’re pretty confident we know how to defeat it.”

While television screens are a great place for a classic nemesis to return, mobile devices are the newest place for the Noid to cause problems. Starting May 7th, the Noid will join the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run!, a new mobile adventure that honours the rich 25-year history of the beloved franchise. For a limited time, the Noid will be featured as one of the game’s mini bosses, pitting players against the Noid as Crash progresses through the story. Avoiding the Noid has never been so fun! Players will also have access to exclusive Domino’s pizza-themed player skins, showing players love for all things pizza. 

“We’re excited to launch our first in-game collaboration for Crash Bandicoot: On the Run! with Domino’s,” said Richard Hocking, head of marketing at King, the game’s developer. “With the Noid making its big return this year and the Crash Bandicoot franchise celebrating its 25th anniversary, it was the perfect opportunity to have players take on the Domino’s antihero alongside other nostalgic Crash bosses in this brand-new mobile adventure.” 

WorkInProgress (WIP), Domino’s creative agency as of January, 2021, and Domino’s partnered with King (a leading interactive entertainment company for the mobile world) to develop the Crash Bandicoot: On the Run! mobile game integration. 

The TV portion of the Noid campaign was conceptualized and developed by creatives at CPB, who have since joined WorkInProgress, including creative directors Kelly McCormick and D’Arcy O’Neill, associate creative directors Jake Roberts and Dylan Cimo, and executive producer Rachel Noonan. 

The spots were produced by Arts & Sciences, led by director Matt Lenski, and the CGI work was created in partnership with post-production house, Artjail, who spent many months helping the team actualize their vision and bring the Noid to life. 

WIP also produced additional Noid content for social and digital channels, including a throwback video shoot featuring the Noid and Crash Bandicoot in their classic mascot suits from the '90s. 

Feeling sentimental about the Noid? Domino’s now has a limited number of Noid T-shirts and tumblers available for purchase on Amazon. All profits from the Noid merchandise will go to Domino’s Partners Foundation, an independent internal nonprofit organization that provides financial assistance to Domino’s franchise and corporate team members in need. The Noid has even schemed its way into GIPHY, the online platform that houses GIFs and stickers for use on all major social media platforms. Fans can find and share the devious creature by searching “The Noid” in GIF and sticker search engines on Facebook, Twitter, Instagram, Snapchat, and TikTok, or by clicking here.

Featured Companies: Arts & Sciences

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CLIENT

Client: Domino's

CHIEF MARKETING OFFICERL Art D'Elia

VICE PRESIDENT ADVERTISING & HISPANIC MARKETING: Kate Trumbull

ADVERTISING MANAGERS: Elaine Philippart / Paige Schaefer

ADVERTISING SPECIALIST: Ashley Vella

AGENCY

AGENCY: CPB+

CREATIVE DIRECTOR: D'Arcy O'Neill

CREATIVE DIRECTOR: Kelly McCormick

ASSOCIATE CREATIVE DIRECTOR: Jake Roberts

ASSOCIATE CREATIVE DIRECTOR: Dylan Cimo

EXECUTIVE PRODUCER: Rachel Noonan

ACCOUNT DIRECTOR: Jacqueline Redmond

MANAGEMENT SUPERVISOR: Josh Norris

ACCOUNT SUPERVISOR: Allison Landrum

PRODUCTION

PRODUCTION COMPANY: Arts & Sciences

DIRECTOR: Matt Lenski

DIRECTOR OF PHOTOGRAPHY: Ken Seng

PROD CO MANAGING PARTNER/EXECUTIVE PRODUCER: Marc Marrie

PROD CO HEAD OF PRODUCTION: Christa Skoland

LINE PRODUCER: Kristin Porter

EDITORIAL

EDITORIAL COMPANY: The Den Editorial

EDITORS: Andrew Ratzlaff

EDITORIAL CO-OWNER / EXECUTIVE PRODUCER: Mary Ellen Duggan

COLOR

COLOR: A52 Color

COLORIST: Paul Yacono

VFX & FINISHING

VFX & FINISHING COMPANY: ArtJail

EXECUTIVE PRODUCER: John Skeffington

EXECUTIVE CREATIVE DIRECTOR: Steve Mottershead

CREATIVE DIRECTOR / VFX SUPERVISOR / 3D LEAD: Ross Denner

PRODUCER: Perry Tate

2D LEAD: Christoph Schroer

2D ARTISTS: Dayung Jo

2D ARTISTS: Giulia Barta

2D ARTISTS: Emily Bloom

2D ARTISTS: Jeremy Lloyd-Styles

2D ARTISTS: Eric Conception

2D ARTISTS: Fred Kim

CONCEPT ARTIST: Tyler Gibb

CONCEPT ARTIST: Tim Haldeen

3D LIGHTING/LOOK DEV: Juan Carlos Barquet

3D LIGHTING/LOOK DEV: Sandor Toledo

3D ANIMATORS: Han Hu

3D ANIMATORS: Jacob Fradkin

3D MODELS: Ohad Bracha

3D MODELS: Justin Diamond

3D FX: Ben Elliot

3D FX: Eban Byrne

MOTION CAPTURE TECH: Andreas Wetteborn

MUSIC

MUSIC HOUSE: Walker Music

MUSIC EXECUTIVE PRODUCER: Stephanie Pigott

MUSIC EXECUTIVE PRODUCER: Sara Matarazzo

MUSIC PRODUCER: Danielle Soury

AUDIO

MIX HOUSE: Lime Studios

SOUND DESIGNER / MIXER: Matt Miller

ASSISTANT MIXER: Ian Connie

AUDIO EXECUTIVE PRODUCER: Susie Boyajan

Category: Fast food , Retail and Restaurants