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4 December 2020

Halloumi hullabaloo.

by Andrew MacGregor


Domino's Pizza: “Concrete Claire” - 30s

Hindsight is a wonderful thing, especially where takeaway is concerned. Thatís the premise of this knockabout commercial for Dominoís Pizza, who sow the seeds of doubt into those tempted by rival establishmentsónamely, the Madagascan halloumi joint across town.

One household (no-one used that word before Covid-19, surely?) is intrigued by said pop-up, only for a familiar-looking visitor from the future to intervene. After all, nobody asked for a side order of cement.

The protagonistís fateful journey feels a little rushed, but that doesnít detract from a fun cautionary tale. Itís also a neat evolution of the brandís ĎJoy of Missing Outí line, with viewers urged to distrust new culinary experiences.


Creative Agency: VCCP Ⓟ Ⓦ
Creative Director: David Masterman
Associate CD: Daniel Glover-James / Elias Torres
Senior Acc Handler: Myles Cryan / Harriet Guppy
Account Manager: Sophie Maher / Max Glanvill
Business Team: Jessica Aspinall
Senior Planner: James Bagan
TV Producer: Helen Brownlie
Film Production: Friend London Ⓟ Ⓦ
Director: Ric Cantor Ⓦ
Producer: Camilla Cullen
Sound Designer: Andy Humphreys @ Bark Soho Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.