Domino's Rips Off CarMax Campaign With YouTube Video Series


Last October, used car dealer franchise CarMax launched a Boone/Oakley-created television campaign which, among other things, featured a 16 year olf gorl freaking out at her father for buying her a car that was the wrong color. Flash forward to January and a multi-video campaign for Domino's pizza cribs the idea with, yes, a daughter freaking out when her father presents her a car that is not the color she wanted. So much for innovation.

To be fair, the Domino's campaign extended the idea by following the video of the freak out with an apology video from the teen, a video of her explaining she was going to sell the car to someone for $9.99 and - hold your breath - yet another explaining how she got a better deal at Domino's with its Anything Goes Deal.

The initial video has 351,000 views to date since its January 7th posting. The second video has 94,000 views. The reveal video that links to the actual Domino's promotion? 9,790 views since its January 12th posting. Oops. So much for everyone finding out about the $9.99 Anything Goes Deal. See the whole video series here.

UPDATE: In our zeal to be insightful and witty - which usually just comes off as rude and unfeeling, we sometimes forget the people creating the work don't sit around watching and analyzing other agencies' work like we do and aren't aware of every last campiagn running around the globe. JWT assures us they were hard at work on their version of the unappreciative daughter well before the CarMax campaign broke. In fact, they had never seen the CarMax campaign. Anyway, we said above we like the longer, played out direction JWT took with this and that appreciation of the campaign still stands.

by Steve Hall    Jan-25-07   Click to Comment   
Topic: Campaigns, Online, Video   

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You expected innovation from JWT?...even Adrants knows better than that.

Posted by: a2john on January 25, 2007 9:31 PM

yeah, but that boone/oakley spot was a huge steamer as well.

Posted by: crap on January 25, 2007 10:26 PM

This girl made me SO furious (I saw the first video without the followups the first time), that when I found out it was a Domino's ad and watched the rest, I went to Pizza Hut.

Posted by: Pat on January 26, 2007 6:54 PM