Domino's has just launched its latest campaign, starring America's favorite "The X Factor" and "American Idol" judge as the brand's new Quality Captain.
In a set of new spots helmed by full-service creative agency WorkInProgress, Simon Cowell embodies the brand's commitment to perfection, judging each pizza before it enters the oven.
The campaign comes amidst a new rollout from the brand, which has appointed "Quality Captains" in every store to combat a decline in proper topping distribution and hold Domino's pizzas to a higher standard.
Domino's SVP and Chief Brand Officer Kate Trumbull stated in a press release that Cowell's perfectionism and eye for detail made him the perfect face for the campaign, which takes "operational excellence to new heights."
"Domino's demands greatness. They know exactly what it means to deliver the perfect pizza. Domino's is a definite 'yes' from me," Cowell said.
Trumbull also explained the campaign's purpose, citing it addresses the increasing complaints about quality through customer feedback and social media.
The campaign runs across CTV, national broadcast, streaming, audio, digital, and social.
Founded in 1960, Domino's is known as one of the world's top fast-food brands, with sales of over $18.7 billion in the last year alone.
Domino's is also one of the most recognizable pizza chains ever, with an iconic logo that perfectly sums up its brand in a simple yet bold design.
Logos are the faces of businesses, and an easily recognizable one serves to effectively build brand identity and awareness.
It's a Yes From Me
A main 30-second spot titled "Topping Distribution" begins with a freshly assembled Domino's pie.
After one last check, a Domino's employee places it in front of Cowell, who sits at a steel table in a Domino's kitchen.
With his signature uninterested expression, the "American Idol judge" and "Got Talent" founder takes one glance at the pizza and grades its topping distribution as "horrible."
The next employee submits their pie for inspection, which Simon gives a grade of "a million percent 'no.'"
The last employee presents a well-balanced pizza, with evenly distributed green peppers and pepperoni slices, which Simon finally approves of.
Using a celebrity well-known to have high standards is a clever way for Domino's to promote how it's upping the quality of its pizzas.
Domino's launched another quality-focused ad earlier this year, featuring Domino's CEO Russell Weiner as an undercover focus group leader.
Editing by Katherine 'Makkie' Maclang
