Domino’s brings the ‘taste of New York’ to Australian living rooms

Domino’s has said it is bringing “New York to your living room”, as international travel remains off the cards for now.

Promoting its New Yorker pizza range, the campaign for Domino’s shows a man fantasising about hitting a home run in a baseball game surrounded by a cheering crowd.

He is brought back down to earth when his girlfriend enters the living room to find him with a colander on his head.

The ad does not address the current state of New York, including curfews, protests, looting and violent clashes with police.

Jono McCauley, creative strategy director at agency Elevencom said the campaign was the next step in the ‘creative evolution’ of the Domino’s brand.

“For the past 12 months, we’ve been challenging ourselves to deliver bigger and bigger ideas for Domino’s, and to produce this level of creative work despite the lockdown is very satisfying,” McCauley said.

“It was an incredible team production with director, agency and client all providing input via video conferencing from different parts of Australia, and 100,000 screaming fans all brought to life through the magic of CGI.”

The campaign was shot during COVID-19 lockdown with the fans, stadium and special effects created by computer-generated graphics. The central character was filmed on a hygiene-controlled greenscreen set.

Allan Collins, Domino’s chief marketing officer, said: “The campaign was designed to offer an escape to people who have been huddled down at home.

“We wanted to convey the idea that our New Yorker range brings the flavours of New York to your living room.”

The campaign will run on TV, online and OOH.


Allan Collins, Chief Marketing Officer, ANZ
Teneille Rudd, Brand Manager, AU
Peter Walmsley, Senior Production Manager

Jono McCauley, Creative Strategy Director
Ryan Fallowfield, Creative Director
Tim Arrowsmith, Senior Writer
John McLachlan, Operations Director

Production: Taxi Film Production
Jonathan Nyquist, Director
Mark Bishop, Senior Producer

Post Production: Alt VFX
Celeste Fairlie, Senior Producer

Sound: Sounds Like Butter
Stevie-leigh Batiste, Sound Designer


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