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Domino鈥檚 Pesky Villain 'The Noid' Makes a Return in Latest Campaign

27/04/2021
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The 1980s antihero is 'crashing' television and mobile screens with its classic antics in work from WorkInProgress

Domino鈥檚 Pizza has always had one nemesis: the Noid - an antihero that has been trying to prevent great pizza delivery since 1986. Maybe it was the chaos of 2020 that gave the Noid the confidence to return, or possibly the fact that Domino鈥檚 has continued to innovate around great pizza delivery with amazing technology. Whatever the reason, the Noid simply can鈥檛 stand it anymore, and the pesky antihero has returned in Domino鈥檚 new television ads, which begin airing today, trying to thwart the advanced technology of Nuro鈥檚 R2 robot, a completely autonomous, occupantless on-road vehicle, .

鈥淭he Noid is Domino鈥檚 oldest and most famous villain, and the pizza delivery testing we鈥檙e doing with Nuro鈥檚 autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return,鈥 said Kate Trumbull, Domino鈥檚 vice president of advertising. 鈥淗owever, after 35 years of practice in avoiding the Noid, we鈥檙e pretty confident we know how to defeat it.鈥

While television screens are a great place for a classic nemesis to return, mobile devices are the newest place for the Noid to cause problems. Starting May 7th, the Noid will join the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run!, a new mobile adventure that honours the rich 25-year history of the beloved franchise. For a limited time, the Noid will be featured as one of the game鈥檚 mini bosses, pitting players against the Noid as Crash progresses through the story. Avoiding the Noid has never been so fun! Players will also have access to exclusive Domino鈥檚 pizza-themed player skins, showing players love for all things pizza. 

鈥淲e鈥檙e excited to launch our first in-game collaboration for Crash Bandicoot: On the Run! with Domino鈥檚,鈥 said Richard Hocking, head of marketing at King, the game鈥檚 developer. 鈥淲ith the Noid making its big return this year and the Crash Bandicoot franchise celebrating its 25th anniversary, it was the perfect opportunity to have players take on the Domino鈥檚 antihero alongside other nostalgic Crash bosses in this brand-new mobile adventure.鈥 

WorkInProgress (WIP), Domino鈥檚 creative agency as of January, 2021, and Domino鈥檚 partnered with King (a leading interactive entertainment company for the mobile world) to develop the Crash Bandicoot: On the Run! mobile game integration. 

The TV portion of the Noid campaign was conceptualized and developed by creatives at CPB, who have since joined WorkInProgress, including creative directors Kelly McCormick and D鈥橝rcy O鈥橬eill, associate creative directors Jake Roberts and Dylan Cimo, and executive producer Rachel Noonan. 

The spots were produced by Arts & Sciences, led by director Matt Lenski, and the CGI work was created in partnership with post-production house, Artjail, who spent many months helping the team actualize their vision and bring the Noid to life. 

WIP also produced additional Noid content for social and digital channels, including a throwback video shoot featuring the Noid and Crash Bandicoot in their classic mascot suits from the '90s. 

Feeling sentimental about the Noid? Domino鈥檚 now has a limited number of Noid T-shirts and tumblers available for purchase on Amazon. All profits from the Noid merchandise will go to Domino鈥檚 Partners Foundation, an independent internal nonprofit organization that provides financial assistance to Domino鈥檚 franchise and corporate team members in need. The Noid has even schemed its way into GIPHY, the online platform that houses GIFs and stickers for use on all major social media platforms. Fans can find and share the devious creature by searching 鈥淭he Noid鈥 in GIF and sticker search engines on Facebook, Twitter, Instagram, Snapchat, and TikTok, or by .

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