Is this the future of advertising?

First, I am assuming this was a paid commercial. And I’m assuming Domino’s Pizza paid a premium. The ultimate “live read.” As I watched, I realized I was paying very close attention, trying to figure out what I was seeing.

The Colbert Report Mon – Thurs 11:30pm / 10:30c
Alpha Dog of the Week – Domino’s Pizza
www.colbertnation.com
Colbert Report Full Episodes Political Humor Economy

Whose idea was this? The show’s writers? You damn well better have good writers if you’re going to try this. Was it Domino’s idea? Their ad agency?

My next thought was, this is a one trick pony. You can’t do this every night. Or even every week. But then it hit me, you wouldn’t need to. This segment had 100% of my attention. I clearly got the message that Domino’s Pizza was trying to make their product a lot better. I don’t need to see some mindless 30 second spot over and over.

This… whatever it is… didn’t insult my intelligence. It played to it in a tongue-in-cheek manner ideally suited to those who watch The Colbert Report. I have no trouble imagining an advertiser paying big bucks for this.

2 thoughts on “Is this the future of advertising?

  1. Their new ad campaign has some serious balls. This is the definition of “re-inventing” your brand.

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