Domino’s brings iconic sonic branding into the world of classic TV and film genres

Domino’s, the UK’s most loved pizza delivery company, has launched its latest video-on-demand campaign for its longstanding sponsorships with Channel 4 and ITVX.

The new TV sponsorship campaign was devised by VCCP London, Domino’s strategic creative agency and puts its famous sonic branding at the heart of the creative for the very first time.

The comic 15” and 5” idents feature different scenes from classic TV and film genres, from wildlife documentaries to crime drama, horror to romance, with each creative mirroring the genre the viewer is about to watch. However, there is a twist as the authentic genres are subverted by the rug-pull of the characters’ real desire...for a Domino's. This is exemplified by the insertion of the Domin-oh-hoo-hoo yodel, now in its third year, and with 93% recognition within the UK.

The films are designed to reach its target audience of 18 to 44-year-olds with the intention of making Domino’s synonymous with night’s in front of the TV.

Domino's – Channel 4 & ITVX Idents

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Agency VCCP/London
Production Company MJZ/London
Director Steve Ayson

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Credits

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Agency VCCP/London
Production Company MJZ/London
Director Steve Ayson
Editor Mark Edinoff
Senior Producer Frankie Elster
Sound Engineer Jack Sedgwick
Post Production Rascal Post Production
Deputy Executive Creative Director David Masterman

Senior Creative Ben Evans
Senior Creative Adam Sears
Producer Frankie Burwell-Wright
Senior Creative Producer Sally Archer
Sound Producer Suzy MacGregor
VFX Supervisor Kalle Lundberg
Colorist James Bamford
2D Lead Kalle Lundberg

VFX Producer Evelyn O'Reilly
DP Tom Townend
Producer Amy Appleton
Production Manager Lucy Tate

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Domino's has sponsored streaming on Channel 4 since 2019 and the deal includes branded idents around premium content on the platform, digital inventory, research and access to 4Studios Content. It has previously sponsored ITV Hub since 2018 and earlier this year Domino’s renewed and expanded their partnership with ITVX for a new multi-year deal, which includes sponsorship idents, ITVX takeovers, licensing and research. Havas Media UK, Domino’s’ media agency since 2001, worked in partnership with newly launched sister agency, Havas Play, to broker the renewed deal.

Harry Dromey, Director of Marketing at Domino’s UK & Ireland, said: “We want to maximize the return on investment from our Channel 4 and ITVX sponsorships. That requires brilliant creative. I'm delighted with what VCCP has achieved here. Testing has shown us consumers are big fans of the work. This set will help us keep top-of-mind in the competitive, noisy takeaway marketing.”

David Masterman, Deputy Executive Creative Director at VCCP London, added: “Brand idents have a tendency to fall a bit flat. They may be short, but we wanted to apply the love and craft we put into our other comms, we believe they can be every bit as engaging.”