Domino's Ad That Should Be Banned

Domino’s Pizza relies on a family disagreement over pizza toppings to create relatability in its newest commercial. One Million Moms has received many complaints about Domino’s “pineapple” ad.

The advertisement attempts to depict a “real” moment of daily life, showing a family gathering around the table. A father places a pizza box on the table and states, “I’ve got pizza!” His late-elementary-aged son lifts a topping off the pizza and, frustratingly, exclaims, “Pineapple!” The mother shakes her head in disapproval while the father appears nervous and afraid.

In anger, the son throws himself across the table and physically attacks his father. Joining him, the elementary-aged daughter repeatedly slams her father’s face into the pizza. The mother then joins her children, hurling pineapple toppings at her husband while the son hits him over the head with the pizza box. Finally, the mother throws her husband through a plate-glass window.

In response to consumer backlash, restaurant chain executives defended the commercial as dark humor.

“I’m a firm believer that great advertising is polarizing,” Kate Trumbull, Domino’s executive vice president and chief marketing officer, told Marketing Dive. “And if you’re doing advertising that is safe and expected, it certainly won’t break through today with how fragmented media is.”

While the media marketplace certainly is fragmented, that does not excuse using domestic violence as a joke. Domestic violence is never acceptable, and it should not get a pass since the victim is a male parent. Instead of making excuses, a public apology from Domino’s would go a long way with parents and families.

As a prominent household name, Domino’s should be more responsible in its marketing decisions - especially during family-friendly viewing times like NFL games. Everyone knows children mimic what they see, particularly when a young person is featured.

Domino’s has deliberately decided to produce controversial advertisements instead of wholesome ones.

Let Domino’s know that, as a parent and consumer, you are disgusted by the company’s recent marketing choices.

Domino’s needs to know that parents disapprove!

If you agree that this marketing campaign needs to be pulled, please sign our petition urging Domino’s to cancel the “pineapple” commercial immediately.