Crispin Porter + Bogusky is out with new work for Domino’s. Three ads tout the chain’s use of natural ingredients with trick focus groups. By trick, we don’t mean the focus groups were fake. On the contrary, they were very real and very honest and not all that complimentary to the brand.
The trick aspect comes into play when, in the middle of the focus group, it’s dramatically revealed that the focus group is taking place in one of the very spots Domino’s gets its natural ingredients.
The set up for the spots required focus group participants to be driven to the location in a limo with blacked out windows and enough background noise to remove any hint of where they were taken.
The reveal is very, very cool. The first spot is called Dairy. Two others, Tomato and Spinach will follow.
