Domino's Turn DVDs Into Pizzas

Marketers are always carving out novel new spaces on which to advertise, and this one is a recent favourite! This new concept from Domino’s pizza in Brazil, where DVDs are printed with thermographic ink, so that after being played they emerge from the DVD player looking and smelling like a pizza and with an advert for Domino's, is really intriguing.

Perhaps watching this ad requires some willing suspension of disbelief but it is nonetheless a really interesting idea, and the video is simple and well executed.

Now I’ll be the first to admit that I’m no expert on thermographic ink, but I’m inclined to be a little skeptical about how well this works in practice in comparison to the video. Particularly the claim that the DVD smells like a Domino's pizza, I wonder if the kind of smell they can create in this way would really get the average person salivating! Perhaps watching this ad requires some willing suspension of disbelief but it is nonetheless a really interesting idea, and the video is simple and well executed.

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