Domino’s is airing its first TV commercial shot at a restaurant other than its own brand to encourage people to eat more pizza. The featured restaurant is a pizza joint in Atlanta where the Super Bowl will be played this weekend. The ad features Domino’s CEO Ritch Allison.
The campaign, developed with Crispin Porter Bogusky, is linked to a new rewards component that incorporates artificial intelligence to issue points toward free pies by users who scan images of the pizza they eat with the brand’s app.
“This is the first time Domino’s is using AI technology like this,” said Dennis Maloney, chief digital officer, Domino’s. “It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog stuffed crust, or a high-end artisan pizza. It can even identify if it’s a dog’s squeaky pizza toy.”
Domino’s CEO Allison will appear in his first TV commercial for the company to support this campaign. It debuts Saturday (Feb. 2), the day before the Big Game, to coincide with one of the biggest pizza-selling weekends of the year.