Truth in Advertising?
If you happened to be watching NFL playoff games in the past few weeks, you’ve undoubtedly seen a new advertising campaign for Domino’s in which the company confesses that its pizza has been, well, bad. The spots show Domino’s employees reading customer comments like “Worst excuse for pizza I ever had” and “‘The sauce tastes like ketchup.” Andrew Keller, Class of 1992, is the executive creative director for Colorado-based Crispin Porter + Bogusky advertising agency, which created the campaign. In an interview with the Chicago Tribune, Keller said that social media creates a transparency “that can happen to you or you can take advantage of.” Experts disagree over whether the campaign will work, but Steven Colbert designated Domino’s his Alpha Dog of the Week for the commercial campaign. More on the Pizza Turnaround on the Creativity site.