Domino's has shot back in the pizza wars by speaking unkindly of an unnamed competitor—OK, clearly Pizza Hut—for claiming that their midweek deal will turn around your mundane life.
"We could tell you that carrying out Domino's on a Monday will bring out the weekend you," says the new spot, from Crispin Porter + Bogusky. That's an almost direct reference to Pizza Hut's recent ads, one of which (also posted below) begins: "Make your weekday feel like a weekend with Pizza Hut's Early Week Deal."
The Domino's ad markets its own weekday deal—$7.99 for a large, three-topping pizza Monday through Thursday. (The Pizza Hut deal is the same, except only two toppings.) But in keeping with the chain's recent campaign theme of painful honesty, the Domino's ad says promising a weekend feeling from its midweek pizza "would be a lie," adding: "The truth is, pizza alone won't make your weeknight special. It's what you do with it that will."
The ad is amusing, but not genuine. It closes with a family laughing together and eating Domino's pizza in their backyard, while watching a movie from an projector on a white canvas tied in the ground. So, Domino's won't bring out the weekend in you—but it will bring out the spontaneous, fun-loving, perfect-parent who suddenly does things, like watching movies in the backyard, that only happen in commercials. That is as much a fantasy as saying your Tuesday will be like a Friday.
Domino's can pretend to be above the rest, but I believe it is playing the exact same game. And isn't that, in the end, actually more dishonest?