“Paving for Pizza” Expands The Idea of What Advertising Can Be

Domino’s delivery drivers cover 10 million miles each week in the U.S. alone.If you worked on the Domino’s account at Crispin Porter & Bogusky, what might you do with this not insignificant fact? The agency’s answer is Paving for Pizza, a civic-minded promotion that wraps the brand in a warm PR blanket.

According to CityLab, “there’s a certain logic in having Domino’s provide funding to fix potholes. The company, after all, bears some responsibility for the sorry state of the pavement, as well as a business imperative to wanting to see the streets fixed.”

The American Society of Civil Engineers estimates that the cost of bad roads to American businesses between now and 2022 will be $240 billion.

There’s an unreal quality to this down-to-earth campaign. Snopes’ readers expressed surprise and skepticism that Domino’s — a company that makes pizza — had begun a project to pave over cracks and potholes on roads in the United States.

Surprise and skepticism are only natural. Road repair is a government function and infrastructure spending is a regular campaign talking point. Meanwhile, our roads, bridges, airports and municipal buildings continue to decay.

Adweek’s David Griner reports that not all city governments welcomed Domino’s with open arms.

Read more at Ad Pulp: https://www.adpulp.com/paving-for-pizza-expands-the-idea-of-what-advertising-can-be/