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Creativity Online: Domino’s Is Now Doing Car Advertising

Domino’s is launching advertising for a product its customers cannot buy. The restaurant chain’s new campaign showcases DXP, the specialty “delivery expert” car Domino’s rolled out in October.

It is promoting the use of the cars with commercials that humorously play off auto advertising. In one, the car races across the desert. In another, an authoritative voice-over explains some of the vehicle’s unique features as a guy in a white lab coat gives it a once over.