UK pizza delivery firm, Domino’s, has unveiled the next chapter of its ‘Domin-oh-hoo-hoo’ campaign. ‘Tearing Loved Ones Apart Since 1985’ is a new 30-second spot, created in partnership with strategic creative agency, VCCP London. In addition to TV, the campaign is also running across BVOD, cinema, radio, Digital Out of Home, social and digital in the UK and the Republic Of Ireland until 12 November. Media planning and buying was carried out by Havas Media.

The campaign film focuses on humorous and relatable moments as families and friends fight each other to be the first to get hold of a Domino’s delivery. The action is slowed to 90 frames a second to showcase people’s expressions. It features an evolution of Domino’s ‘Domin-oh-hoo-hoo’ sonic branding which is redefined as a swelling operatic soundtrack to the dramatic scenes of loved ones battling in slow motion.

“To stay ahead of the competition, we need to invest in high impact creative,” said Harry Dromey, Director of Marketing at Domino’s. “The key to which is having an interesting idea based on a strong consumer insight and brand proposition. Consumer testing has shown that we have brought this idea to life in a way that people enjoy. We can’t wait to share it with the wider world.”