Agency: Team Saatchi
Samoan Leicester Tigers rugby union player, Alesana Tuilagi, is fronting a new a TV campaign for the new Domino’s Scrummy pizza which breaks on August 23, 2007.
Created by Team Saatchi, Domino’s Scrummy pizza is being positioned as Domino’s “meatiest pizza yet” designed for rugby fans who want to “tackle something meaty”.
The ad opens on the ‘Domino’s boys’ Bernard and John, watching rugby on TV, squashed onto a two-seater sofa with Alesani Tuilagi sitting comfortably in the middle.
The doorbell rings and it all kicks off…
Sales and marketing director, Domino’s UK, Robin Auld, said, “The idea behind the ad is that only real rugby fans are man enough to handle the new Domino’s Scrummy pizza, our meatiest pizza ever with six meat toppings. Alesani Tuilagi was the perfect star for the ad."
Managing director, Team Saatchi, Sophie Hooper, added, “We wanted to take rugby legend Alesan and seamlessly integrate him into an everyday scene with a couple of blokes on the sofa watching a rugby match and squabbling over a pizza.
“The result is a good-natured race for the doorbell between our two lads and Alesani when the pizza arrives.”
The ad will run on TV in the UK and Ireland until October 7