Is Domino’s Delivery Insurance Bad Advertising?

A quick note before I get to Domino’s and their Delivery Insurance advertising… We’ve all seen the, mostly consternation, at the husband who buys his wife a Peloton bike for Christmas. The issues: husband type gives beautiful wife an exercise bike; she (at 120 LBs kicks into gear and by the end drops three LBs.) PC issues here. People go crazy. Spoof TV commercial goes very viral. But, for comparison on the PC scale, I discuss worker exploitation that stars in a Domino’s TV commercial. Did this ad get anyone’s attention? Well, a bit. But not at the level of Peloton.

I am sitting in front of my TV in Mexico watching Sunday NFL football games. Domino’s is spending some big bucks to show me a commercial about its “Delivery Insurance” where their employees freak out, run around the kitchen, drive fast and run down the street and walkways to deliver pizzas that quite possibly had arrived earlier without the right topping. Holy shit, who can live without their pepperoni?

Domino’s Advertising Problem

Like you, I have seen numerous articles in the past couple of months about how Amazon’s hourly-wage employees suffer injury trying to get you that new pair of headphones within 24 hours. Some parts of Amazon’s warehouses look like slave-driven machines. This hasn’t been a good PR season for Bezos.

Given the Amazon press, do you think that Domino’s Kate Trumbull, VP of advertising and Hispanic marketing has been paying attention to how a major corporation can damage its employees in a quest for speed? Does Domino’s ad agency pay attention?

Take a look at this commercial. Take a look at how the hourly-wage employees, note – average hourly wage at Domino’s is $6 to $11 per hour for a delivery driver (I’ll do the math for you – that’s about $20,000 per year) – is hustling like a fucking NASCAR whirling dervish to get you that missing dipping sauce.

I guess the next question is… does the TV viewer care about the insane Domino’s work system as long as they get their sausage?

Am I being too sensitive?


  1. Preston Bealle
    | Permalink

    I had the same reaction to the hapless employees featured!! And lately, I’ve been trying to slow down with Amazon, because I hardly need anything the next day. But there is not “is 2 days OK” button. It’s either a week, or “Amazon Day”. 2 days was plenty fast, doesn’t it help Amazon a little if I give them the extra day? I ordered $7 worth of Avery address labels the other day and they arrived in 17 hours!! Didn’t need that, nor pizza in 20 minutes.

  2. jerome seljan
    | Permalink

    I’ve been obsessed with mind set that produces this type of ad. Americaneeds assurance . We are still the rebels. Nice insight

  3. David L
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    Unfortunately I think you hit the nail on the head at the end of your post. Think about most of America. Especially Domino’s target demo… I don’t think they give a shit or even think about it.

    We notice because it’s what we do. The average Joe or Jane doesn’t care or notice. They’re just happy they’re going get their bread sticks.

  4. Marcus Aton
    | Permalink

    Good critique of a relevant social issue!

    If pizza was delivered by Domino Drones, yes, I’d totally want it faster. But the drones aren’t here yet – it’s still people. In Kate’s defense I’d say that our own insatiable pursuit of corporate growth and profit leads to decisions that only consider the money, not the people.

    They could’ve delivered the same message in a positive light. For example: A cast of employees excitedly deliver pizzas on time, the boxes are opened and customers delight that their exceptionally random toppings are right as ordered! But one employee has bad luck when the door is opened and the family dog eats the pizza. Cut scene to a new pizza being delivered and the box is kept nice and high to avoid the dog.

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