The Best Work You May Never See: VCCP, Somesuch Director Sam Hibbard Yodel For Domino's In U.K., Ireland

This hero film from agency VCCP in London humorously depicts the familiar situation of rallying up your friends to order a Domino’s pizza. The opening scene begins with a young man staring dramatically off into the distance. He unexpectedly proceeds to yodel “DOMIN-OH-HOO-HOO,” translated to the words “Domino’s round mine?” It cuts to two of his friends, fixed on a video game, having heard the rallying call and responding that they would both in fact love a pizza, of the Pepperoni Passion variation. The final yodeler, a mechanic in the middle of a shift at his garage, declares an extensive list of demands in a similar yodeling fashion, from the specific size, base type to choice of toppings and sides. The young man’s face expresses a look that suggests that this isn’t his first rodeo; he prompts the mechanic to say “please,” to which he obliges. The final scene shows all four friends looking extremely content and about their Domino’s feast.

As people in the U.K. start to get back together again as pandemic restrictions loosen, this Domino’s spot introduces a group ordering app to get the pizza just how they like it.

Sam Hibbard of production house Somesuch directed this spot. A yodeling expert and teacher from Germany coached the actors on their performances ensuring they hit all the right notes.

David Masterman, creative director at VCCP, said, “How to cut through in a world where everyone is talking about reunions? We yodel. Domino’s has always brought people together, but after the year we’ve all been through, it means so much more. At long last, it’s time to put out the call.”

The campaign will run for a period of six months in the U.K. and Republic of Ireland and will roll out across multiple formats. The hero spot will run on TV and digital video, with cut downs on YouTube and Domino’s social media channels.