Slang - English version
Slang - French version
Domino’s Pizza of Canada is back with a new 15-second spot that celebrates their position as Canada’s favourite pizza. In response to being the number one pizza brand in Canada by volume of pizza servings in the country, Domino’s and their agency partner LG2 created a spot called "Slang". The ad demonstrates how the pizza chain understands Canadians best by speaking to them with a humble, straightforward explanation of their quality service and product all in Canadian slang.
Available in English and French, each video features an actor wearing flannel and a denim jacket speaking directly to the viewer using truly Canuck expressions like “Just send it, bud” and “Aweille icitte”. Subtitles provide a translation into standard English and French for those not fluent in slang. The campaign was conceptualized and created by LG2, whose creative teams in Ontario and Quebec worked together to ensure they were speaking authentically in both scripts.
This professional campaign titled 'Slang' was published in Canada in July, 2023. It was created for the brands: Domino's and Domino's Pizza, by ad agency: Lg2. This Film medium campaign is related to the Food industry and contains 2 media assets. It was submitted 7 months ago by Vendryes: Catherine of LG2.
Executive Creative Direction: Ryan Crouchman, Luc Du Sault
Creative Direction: Jeff Cheung, Rana Chatterjee
Copywriting: Jacob Pacey, Marc-André Savard
Art Direction: Brendan McMullen
Strategy: Elizabeth Takasaki
Client Services: Chuck Blumberg, Erika Ymana, Katherine Ruiz, Maude Richard, Sannidhi Mehta
Agency Production: Ella Kovacs, Tara Greguric, Christine Malacas, Trisha Dela Cruz
Motion Design: Studio Élément
Editing: Charles Burroughs
Graphic Production: Lisa Ye
Media: Genuine Media
Direction: Charles Burroughs
DOP: Maxime Valsan
Production House: Nova Film
Post-production: Studio Élément Shed
Sound Engineering: Grayson Music Group