British Airways' "Look Up" billboard displayed the wonders of modern digital billboards by tracking airplanes as they flew overhead. Now Domino's is taking the piss out of it.
British Airways' billboard showed a boy pointing to a plane in the sky and accurately labeled the flight's number and trajectory, while the Domino's ad features a lad, Simon, pointing down at a pizza delivery guy.
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"Look, it's a large Pepperoni Passion for Simon in Acton," reads the UK-based ad. The pizza delivery guy is on the way to deliver said pizza. The boy is a riff on the boy in the BA ad pointing to the sky.
Even the hashtag spoofs the British Airways ad; it's #lookdown, a play on BA's #lookup. A press release from the company says the billboard bears a different message every time a delivery person passes by.
"[The campaign is] a fantastic chance for Domino’s Pizza to recapture the fun and passion that’s at the core of everything we do," said Nick Dutch, the head of digital at Domino’s Pizza in the UK, in the release. "I’m delighted with the results and think people will really respond to the light hearted humour at the heart of this creative idea."
He might have added that it's also a great way to ensure some free publicity: The YouTube video of the BA ad is almost up to 1 million views.
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Image: Getty/Joe Raedle