Domino’s Pizza
[by Todd Joyce]
Have you seen the Domino’s TV ad asking for photos of delivered pizzas to show how good they look? Yeah, I hate losing work to a soccer mom with a point and shoot too.
The Domino’s campaign is not about getting free photos. It’s about a perception. Even if nobody submits a single image, Domino’s got what they wanted. Attention. Domino’s is sending a message that they’re confident that they deliver a good looking pizza. And look what we’re doing. Perpetuating their message. It’s working and we haven’t even seen a photo yet. Oh, they’ll get pictures. With the millions of pizzas they deliver, there’s no doubt, there will be a few good looking pizzas placed in the hands of someone with the ability to take a good picture. It’s the law of averages.
For you food shooters out there, imagine telling your pizza client “we’ll just have a pie delivered and hope it looks good enough to shoot.” No true professional would willingly take a chance like that. Being a professional means more than charging money. It’s a state of mind that leaves as little as possible to chance. Promote your level of professionalism. It’s a strength that you have that is very marketable. Visualize what you offer as a professional and use it to your advantage.
Domino’s hired professional advertising people to get attention, not to save money on photo shoots. Show your clients the true value of what you bring as a professional.
Todd Joyce is a recent Past President of ASMP and specializes in conceptual people photography for advertising. See Todd’s work at joycephotography.com and contact him at todd@joycephotography.com
One Response to 'Domino’s Pizza'
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That’s funny, I don’t perceive this marketing campaign as having anything to do with getting quality pizza photos for free. I see it simply as fooling people into buying Domino’s product so they can participate in this huge social “event”. Many folks nowdays have an almost obsessive need to be part of this type of thing, whether it’s on Facebook, Twitter, online forums or news sites, or clever viral marketing gimmicks. I think it’s ridiculously dumb, and yet at the same time brilliant, because Domino’s is making people think they can get attention and participate by submitting a photo, and “all” they have to do is simply buy a pizza…