Monday, February 22, 2010

LatinWorks: Multicultural AOY '09

In a new Hispanic market commercial for Domino's Pizza, close-knit neighbors play a game of telephone. As the famous kids' game goes, they pass along the information person to person. But in this case, the message -- Domino's tastes better than Pizza Hut -- is so strong, even a game of telephone can't mess it up.

The spot, and another recent one in which a Domino's delivery man shows up at an outdoor party where everybody knows him, are already ringing up strong 2010 sales for the marketer and "some of the best ad scores we've seen since we've been tracking Hispanic work," says Karen Kaiser, director of national advertising at Domino's.

The new campaign is the brainchild of LatinWorks, the Austin, Texas-based agency formed more than a decade ago by a couple of Anheuser-Busch marketing veterans and an advertising maven who Kaiser calls "the centrifugal force" of the shop.

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