![]() In November 2009, it sold vintage-style "Avoid the Noid" T-shirts as a fundraiser for St. WIP's other work on the campaign includes a throwback video shoot featuring the Noid and Crash Bandicoot in their mascot suits from the '90s. Over the weekend, a shadow over photos in Domino's Instagram feed teased at the character's presence, including a message with a post on Sunday that reads "Noid was here." The Noid will also find its way onto social media including TikTok. Gaming and nostalgia are also in play at Pizza Hut, which has Pac-Man themed boxes. "It just didn't feel back to bring the Noid back without a gaming component," Trumbull said. WIP partnered with Domino's and Activision Blizzard's King unit on the gaming effort. The updated Noid will appear in the Crash Bandicoot mobile game for a limited time as a mini boss and with pizza-themed skins. The Noid even had its own video games, including the 1989 "Avoid the Noid" game and Nintendo's "Yo! Noid" released in 1990. "I remembered it being this insane, little red alien rabbit thing," says Trumbull. The character's origins were open for interpretation. The original Claymation Noid created by Will Vinton, who also made the California Raisins, was featured in numerous Domino's commercials. The updated Noid has less of the "intense anger or glee" of the original, Trumbull said. The spots were produced by Arts & Sciences, led by director Matt Lenski, and the CGI work was done in partnership with Artjail. The team that recently jumped over to WIP - an agency started in 2016 by CPB alums who worked on Domino's - includes Creative Directors Kelly McCormick and D'Arcy O'Neill, Associate Creative Directors Jake Roberts and Dylan Cimo, and Executive Producer Rachel Noonan. The new TV campaign was cooked up by a team of creatives at CPB who have now switched over to Domino's new creative agency, WorkInProgress. ![]() The chain appears to be banking that positive feelings of nostalgia will outweigh any negativity. While younger generations of pizza eaters will likely not be familiar with the incident, Domino's risks putting a spotlight back on the episode by featuring the Noid so prominently again. "It was a horribly unfortunate tragedy that came from an unexpected coincidence," Trumbull said. Domino's continued to use the Noid character in its marketing. He held two Domino's workers hostage in a suburban Atlanta restaurant in 1989 and was later found not guilty of charges related to that incident by reason of insanity. A man named Kenneth Lamar Noid took issue with the ads, apparently feeling they were a plot against him. 1 spot until 2017, long after the Noid's initial run.ĭuring her tenure at the pizza giant, Trumbull's friends and family have often asked her when Domino's would bring back the character.īut few may have been aware that the Noid met a disturbing demise. With help from the Noid and the 30-minute delivery promise it promoted, Domino's has long been the dominant name in pizza delivery, even when Pizza Hut was the leading pizza chain. Yes, even creepy brand mascots are part of the marketing industry's "humanity" obsession. The updated Noid pays homage to the original, though with some intentional changes meant to allow "a little more humanity and allow more emotion to come through," Trumbull said. After all of that research, can Trumbull actually confirm what, exactly, is the Noid? It's a "genderless alien," she said. The chain decided to "tone the insanity down a little bit," said Kate Trumbull, Domino's vice president of advertising. In other words, the Noid is once again going to be hard to avoid.ĭomino's worked for more than a year on the Noid's return before shooting the character's first full commercial in decades. Noid T-shirts and tumblers are for sale on Amazon, and GIPHY has Noid GIFs. The creature will also be featured in the "Crash Bandicoot: On the Run" mobile game. ![]() In a nostalgia-meets-the-future approach, the Noid is returning to TV ads. And it's gotten a makeover.Īnn Arbor-based Domino's Pizza has brought back its red-suited, long-eared villain from the late '80s in a campaign that hypes its new driverless pizza delivery.
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