WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Domino's Pizza
    View Company Scorecard / Contact Company
Brand: Domino's
Ad Title: 5-5-5 Deal
Business Category: Restaurants
Media Outlets: Television
Country: United States
Region: North America
Agency: JWT
Year: 2005
Target: Mainstream
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Theme(s)

Homo-queasy

Theme Breakdown

AdRespect Score: 
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A Domino's Pizza employee answers his headset phone, while others behind him busily handle pizza orders.

"Thanks for calling Domino's," he says. "Three people? Everyone wants something different? It's okay sir, we get this all the time. That's why we've got our 5-5-5 Deal -- three pizzas, $5 each. Yeah, it is a great deal."

The customer on the phone, who cannot be heard is clearly being effusive about the deal. "You're very welcome," says the employee. Slightly surprised, he adds uncertainly but with a tiny smile, "I love you too." Then he realizes he's being "filmed" and loses his expression.

The humor here is not homosexuality alone, thus this ad gets an Equal rating. Even though the male caller says "I love you" to another man, the humor is as much about it being to a stranger, and the Domino's employee handles it without homophobic negativity.

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Frank , Chico, CA
I find this advertisement to be insulting to all queers. The owner of Domino's Pizza has always financially supported extreme radical conservative policies. By purchasing their products we are also funding the extreme right.

Dan A. , Twin Falls, ID
I used to work for Domino's and Frank is right, it's a horrible right wing company. Not a terribly employee friendly company either. As far as this commercial goes, his reaction was totally negative. He got all uncomfortable, then he got really concerned that someone would see that...and had an "oh, crap" look on his face.

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Company: Domino's Pizza
Brand: Domino's
Country: Spain
Region: Europe
Year: 2019

AdRespect Score:


Aless Gibaja and Soy Una Pringada-Mugging
Company: Domino's Pizza
Brand: Domino's
Country: Spain
Region: Europe
Year: 2019

AdRespect Score:


Some people don't like pizza. So what?
Company: Domino's Pizza
Brand: Domino's
Country: Israel
Region: Middle East
Year: 2023

AdRespect Score:


Statues
Company: Domino's Pizza
Brand: Domino's
Country: United States
Region: North America
Year: 2005

AdRespect Score:

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