How Domino’s Leverages Credibility Full-Tilt to Elevate Awareness and Persuade: Deconstructing Domino’s “Rate Our Chicken” Ad

By Tom Wanek, Wizard of Ads Partner

Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started.

First Mental Image (FMI):

Viewers are introduced to Tate, Domino’s Chicken Chief. And right off the bat, we learn that our hero is under tremendous pressure to uphold Domino’s high standards of taste.

I have mixed feelings about the ad’s FMI.

On one hand, it’s rare that viewers get to know an employee, other than the CEO, through a company’s advertising. Meeting Tate is refreshing; a move that’s perfectly aligned with Domino’s eagerness to be transparent. And since he’s Domino’s Chicken Chief, Tate is certainly a credible spokesperson for the company’s new chicken recipe.

But on the other hand, I’m concerned that the delivery of the FMI is too weak to capture the viewer’s attention.

Bottom line: The ad’s FMI introduces the right idea: high standards of taste. But, to grab and keep the viewer’s attention, the idea should have been delivered with greater impact.

The Message:

Domino’s is so confident that you’ll like its new chicken recipe that the company encourages your feedback.

The Domino’s “Rate Our Chicken” message really excels. So, here are five reasons why this ad is persuasive.

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