Domino's celebrates Walter White's unforgettable pizza toss
The "Breaking Bad" sequel "El Camino" premiered on Netflix on Friday. Domino's Pizza used this momentum to celebrate Walter White's unforgettable pizza toss in an advertising campaign of a somewhat different kind.
Anyone who has seen "Breaking Bad" can certainly remember this scene: After a frustrating conversation with his wife Skyler, Walter White, the main character of the series, throws the XXL pizza he brought with him onto the roof of his house in a rage and with a lot of momentum. The fact that this scene was in the can after the first take doesn't make it any less amazing.
To honor this memorable moment in the series' history as well as the film release of "El Camino," Domino's Pizza São Paulo set up a scavenger hunt. Pizza boxes and their contents were placed on the roofs of various Domino's branches for pizza fans to find and photograph.
If the picture was uploaded to Instagram with the hashtag #Saymyname - another Walter White reference - the winner would win free pizza for an entire year.
The Gut São Paulo agency is responsible for implementing the advertising campaign. "For a brand, the most important thing is to be part of pop culture," says Bruno Brux, Executive Creative Director at Gut São Paulo. "That doesn't mean that the brand has to participate everywhere - but certainly in those points that have to do with the brand itself. And that's what we tried to do with our campaign for Domino's."
