Domino's has succeeded in making its pizza more authentic, and now it hopes to do the same with its advertising imagery. In its latest campaign, the pizza chain pledges not to alter its pizza in TV and print ads, encouraging customers to upload their photos instead. With the help of agency Crispin Porter + Bogusky, Domino's has just released a video. Titled "Pulling the Cheese," the clip gives the public a glimpse into the amount of exacting effort that goes into a tabletop video shoot.
Exactly what is involved? We're talking pizza makers, key grips, hand models, and food stylists toting tweezers, blow torches, drills, and electric knives. The takeaway quote comes courtesy of a key grip, who puts it this way: "Everything is focused in around this tabletop, and when you look at it from across the stage, it's this glowing other world."
See the extremely intense cheese pull in action after the jump.
Pretty amazing, huh? I always wondered why my slices never pull off of the pie quite right. Now I finally know!