Domino's Risky Business Tribute Hits on Human Insight and Delivers More Tech

Domino’s has got the nostalgia bug infecting many big brands these days. On Sunday, it was Bill Murray and the 1993 classic Groundhog Day roaring back to life for Jeep. Yesterday, the inspiration was from the awesome ‘80s and that iconic scene from Risky Business. You know the one.

[youtube=://www.youtube.com/watch?v=eT2DmQ1mdOw&w=854&h=480]

The spot itself is fine. Taps into that pop culture trend and throws it back. Instantly recognizable scene. Fun music that so often help brings an ad to life.

What I like more, though, is the insight sitting behind the “new feature” that the commercial promotes. Years ago, former Domino’s CEO Patrick Doyle took the reigns of the struggling pizza delivery chain and committed to something different. Domino’s was not a pizza company. It was a tech company that happened to sell pizza. Over the course of his tenure, that vision was realized to unimaginable heights.

Domino’s led the way in many respects as the fast food world re-imagined itself in an online world. The Domino’s app, its pizza hot spots, paving for pizza tracking technology, the doorbell function…all of it was an impressive anthology of proof points to a strategy. Sales soared and really haven’t stopped since.

This “two-minute warning” alert is only the latest tech trick from Domino’s. And, no, it’s not most bleeding-edge technology. But, it’s smart and based on an insight. I watched this ad and immediately thought: yup, that’s a thing. How many of us have had an “oh sh*t, the delivery guy/gal is here,” and you’re simply not ready? You go careening down stairs frazzled and nearly breaking an ankle on the sprint to ensure dinner doesn’t dash away. My guess is an overwhelming majority, a hunch that was pretty much confirmed by Domino’s marketing VP in this piece.

My favorite part? With that as the human insight, you can naturally think of tons of ways this creative could go. Drama with kids, parents having “adult time,” any range of “embarrassments” waiting to happen…or be avoided…thanks to Domino’s.