LG2 and Domino’s Tap into a Language Every Canadian Can Understand: Pizza

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 conceptualised and created by LG2, whose creative teams in Ontario and Quebec worked together to ensure they were speaking authentically in both scripts.

“We work hard to deliver a quality experience with each and every order, and are so grateful that our customers appreciate it and keep coming back. We wanted to celebrate being Canada’s favourite pizza in a distinctly Canadian way that would put a smile on people’s faces and reaffirm the Domino's promise of a hot and fresh pizza, delivered fast, every time," said Ken Harrison, chief marketing officer, Domino’s Pizza of Canada.

“Declaring Domino’s as Canada’s Favourite Pizza deserved a specifically Canadian twist. Slang is a part of what makes us unique as Canadians in both English and French markets. It’s as fun and relatable as the universal love language of pizza itself,” said Rana Chatterjee, creative director, LG2 Toronto.