Domino’s Pizza is promoting its Emergency Pizza offer – a free medium two-topping pizza for loyalty program members facing “pizza emergencies” – with a clever Squid Game-themed commercial.
The ad takes place during a high-stakes game of Red Light, Green Light, where a player caught moving faces imminent danger. In a tense moment, the player pulls out their phone and orders an Emergency Pizza through the Domino’s app. The pizza is promptly delivered to him via a trap door on the game field, distracting the automated weapon just long enough for the player to dash across the finish line, saving their life in the process.
Directed by Oscar-nominated filmmaker Ted Melfi, the commercial is running on Netflix’s ad-supported platform, where Squid Game Season 2 recently debuted.
The campaign also spans linear television and co-branded social media, both paid and organic. Created in collaboration with Domino’s agency of record, WorkInProgress, this marks the second time the pizza giant has partnered with Netflix on a TV-related promotion, underscoring the streaming service’s evolution as an advertising platform.
In addition to the Red Light, Green Light spot, a second ad features another player who cleverly trades their Emergency Pizza for a perfectly cut-out Dalgona cookie, earning a chance to complete the game successfully.
Domino’s continues to leverage pop culture moments in creative ways, positioning its Emergency Pizza as the ultimate solution for life’s unexpected “pizza emergencies.”