An ode to the unsung, thankless delivery boy warms the heart. But there is a problem on the rash riding the Domino’s boys have to do to deliver the pizza within the tight deadline
I quite like Domino's new commercial. Instead of harping on the pizza, its mouth-watering taste, the crisp bread crust, the delightful toppings, etc, they have created an emotional ad film which is based on their tireless delivery boys. It makes sense to me. The pizza lover is already a convert, so no point preaching to her/him. Strategically, it's better to interestingly promise a 30-minute delivery deadline, wherever you may be located.
The commercial is narrated by a little girl who eagerly awaits the delivery of her pizza, as she recounts the trials and tribulations a Domino's delivery boy faces, as he races to his destination to deliver the all-important pizza. Visually, of course, we get to watch the chap in action on his bike, as he surmounts all the assorted city obstacles. Heavy rains, deadly potholes, tyre punctures, raging morchas, bad traffic jams, ambiguous delivery addresses, rude reception from building security guards, etc, etc. And yes, despite all these problems he makes it on time, and smilingly too, much to the little girl's joy. By the way, speaking on a personal front, when I order from Domino's—which is not very often as they are quite expensive these days—I secretly wish the boy arrives a minute later. As that entitles me to a free pizza. But sadly, they always make it on time!
Yes, the ad works for me. An ode to the unsung, thankless delivery boy warms the heart. Most often these guys don't get tipped, because people anyway pay a huge sum for the pizza. And balk at having to shell out more. In addition, the delivery boy's story highlights Domino's 30-minute promise, which is the brand's USP. So all very well.
However, there's a problem, a big one: I am not in favour of the rash riding the Domino's boys have to do to deliver the pizza within the tight deadline. They put their own lives, as well as the lives of other road users, on the line. No pizza is worth a tragedy. Better that the goodies arrived a bit late than to result in an accident. 'Khushiyon ki home delivery' can so easily become barbaadiyon ki home delivery. So while the ad is all nice and sweet, the Domino's bosses need to re-examine their core promise.