Domino’s first-ever festive ad makes the yodel Christmasy

Dominos launches festive ad to urge people to get together around a pizza this Christmas.

Georgie Moreton

Deputy Editor, BITE Creativebrief


Pizza isn’t necessarily the obvious choice when it comes to festive food but fans of Christmas menus will rejoice at Domino’s latest addition to its menu, the Festive One, which is being launched in Dominos and VCCP’s latest edition of the DOMIN-OH-HOO-HOO campaign.

The campaign launches with a hero film capturing the festive spirit in a charming town hall which has been beautifully lit for Christmas. An eager audience is prepped to enjoy a Christmas carol service when the lead choir boy unexpectedly breaks into an angelic Christmas yodel “DOMIN-OH-HOO-HOO”, translated to ‘Domino’s after the show?’ 

The film follows a yodelling conversation between the choir, members responding in song with yodels like ‘count us in’ and ‘I hear there’s a new festive pizza.’ With the audience suitably confused and amused. The film ends with the reappearance of two hero characters from the first DOMIN-OH-HOO-HOO, one of whom is unable to stop himself from joining in with the yodelling as his friend looks on disapprovingly. 

The film concludes backstage with a shot of the yodelling choir and audience tucking into a Domino’s Festive One, and ends with the message: ‘Get everyone together with a Domino’s this Christmas.’

“The beauty of pizza is that it’s a meal that is great for sharing. At Domino’s we love being part of reunions amongst friends and family, and are excited to offer a slice of festive pizza during this magical time of the year.” explained Sarah Barron, Chief Marketing Officer at Domino’s said, “Our yodel debut worked incredibly well, and we’re excited to bring our first ever Christmas ad to fruition with a yodelling choir.”

The campaign is a milestone moment for the brand as its first ever Christmas advert. The integrated campaign hopes to highlight the joy of sharing at Christmas and the inclusive nature of pizza, bringing together friends, family and colleagues.

David Masterman, Creative Director at VCCP added; "It’s Christmas, and for many Christmas immediately makes us think of carol singing. But a brand like Domino’s isn’t interested in sticking to the status quo for their Christmas ad debut. Have you ever heard a yodelling choir singing beautiful Christmas carols? We thought not! And that’s what makes Domino’s different, we’re always determined to deliver creative that people don’t expect and that make people crack a smile.”

This campaign follows on from a successful first, DOMIN-OH-HOO-HOO campaign, which reached 95% of the UK population. Like the first chapter, this campaign will continue to be audio-first, as the brand aims to create a range of valuable sonic branding assets. The campaign will also run across media in a series featuring the yodelling choir attempting to hit all the high notes. And, a number of unsuspecting customers, who place their order through the group ordering function on the brand’s app will be in with the chance of experiencing the yodelling choir in person as they deliver a pizza-parody of a Christmas classic.

The campaign was created by VCCP, VCCP CX and Girl&Bear and the film was directed by celebrated Somesuch’s director, Sam Hibbard. The integrated campaign will run for the festive period in the UK and Republic of Ireland and will roll out across multiple channels including TV, video, display, radio, OOH, social, retail & CRM. Havas Media are responsible for the media planning and buying.

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