Pizzennials and Domino’s solve the world’s problems

Do you ever feel like you were born in the wrong time? Like you’re from a previous or later generation, and the world’s got you all wrong? 

This new ad for Domino’s Pizza, created by agency SRA Rushmore, and directed by Beatriz Sanchis (represented in the US by Easy Mondays) launches a new generation of problem solvers into the zeitgeist: Pizzennials. Staring down freezing temps? Order Domino’s. On a massive veggie kick? Domino’s. Let’s say you spot a planet-ending meteorite about to hit the Earth? Better call Domino’s and fast!

“The idea was that the characters were first doing everyday actions in which ‘something’ happens, like your girlfriend leaving you, to a meteorite falling,” explained Sanchis. “But the characters don't get upset, because this generation solves everything by ordering Domino's. Those are the Pizzennials.”

And what happens once they’ve “solved” the problem, you wonder? “They move on to a world of enjoyment which is the world where they eat pizza and are free of worry,” Sanchis said. “This is a dreamlike world of pure joy created from a white limbo with colored lights, a space that mixes abstraction with playfulness in equal parts.”

It takes a lot of planning to achieve pure joyfulness, however. “The casting process for these Domino's spots was very meticulous,” Sanchis shared. 

“Since the pieces were humorous, casting was essential to make it work. We received a round of self-tapes that I studied meticulously. Of the profiles I was interested in, I went to their IGs to get even more information and based on that we did a callback, which for me is a rehearsal. I already have a clear idea of how I want to approach the dialogue and basically I rehearse with the actors. I let them do it first, to see what they have prepared and they can give me things I haven't thought of. Then I set the scene as I have it in my head. I'm interested that they are good actors and also that there is a connection between them and me. Both things seem fundamental to me to make the final decision.”