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 Ms. Rushmore, and directed by Bea Sanches (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.” Watch below:
REELated:
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 an abstraction with playfulness in equal parts.”
Behind the Scenes
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.”
Sanchis also noted, “We hit it off very well and had the exact same movies in our heads,” said Sanchis of her collaboration with Ms. Rushmore. “The team fostered an open, enthusiastic working environment, where suggestions were welcome if they enhanced the project. They’re good people who are very talented. It was a pleasure to work with them.”
As with the making of a fresh pizza, it’s all about the ingredients. A campaign with six commercials, which – in terms of casting volume, locations and timing – was already a huge challenge, “and we wanted to treat all the pieces equally,” Sanchis concluded. “It was very demanding, but the whole team was super motivated and we were able to pull it off!
CREDITS:
CLIENT: Domino’s Pizza
- Advertiser: Alsea
- Client Contact: Silva Serrano, Julia Pascual, Pilar Pérez And Dany Morales
AGENCY: Ms. Rushmore
- Creative Team: César García, René Macone, Jordi Romans, Dan Marco And Marina Santa-Cruz
- Strategic Planning: Raquel Espantaléon And Virginia López
- Accounts Team: Marta Palencia, Laura Fuentes And Violeta Medina
- Agency Producer: Carmen Orbe
PRODUCTION COMPANY: Solworks
- Director: Beatriz Sanchis (represented in the US by Easy Mondays)
- Executive Producer: Rosina Belda
- Producer: Elena Vergel
- Fx: Felix Fecor
- Art Director: Gustavo Ramírez
