| Brand | DOMINO'S |
| Product/Service | PIZZA |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | TV - Best Use of Film Direction |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Production Company: | ECU PRODUCTIONS Cairo, EGYPT |
Credits |
| Chief Creative Officer | Nirmal Diwadkar |
| Executive Creative Director | Milos Ilic |
| Creative Director | Malek Atassi/Fouad Abdel Malak |
| Copywriter | Bassam Doss/Malek Atassi/Omar Hilal |
| Agency Producer | Rouba Asmar/Wael Samir |
| Advertiser's Supervisor | Nabil El-Kari |
| Account Manager | Zaher Ayat |
| Director | Omar Hilal |
| Producer | Nihal Gabr/Moetaz Thabet |
| Editor | Hazem Samir/Sam's Post Production |
| Sound Design/Arrangement | Feedback Sound Studio |
| Art Director | Rabih Najjar/Hesham Ezzat |
| Lighting | Joaquim Miquel |
| Post Production | The Mill-London/Sam's Post Production |
Brief Explanation
Fast food commercials in the Middle East are about product demos with cheesy endings. When Domino’s Pizza decided to expand their chain of stores, the local pie makers in Egypt became more aggressive in competition. So we decided to tackle the regional expansion and a typical competitor together, in the first-ever TV commercial trilogy. Using the popular Egyptian melodrama style, we showed Domino’s Pizza as an innovative fast food chain, with freshness, variety and unbeatable offers.
Our tagline “So fresh, it’ll eat your brain” is a literal translation of a famous Arabic saying related to great taste. It’s similar to the English saying “So tasty, you’ll eat your fingers”. It’s also a double play, because Domino’s eats the competitor’s peace of mind.
The first episode, serves as an introduction to the melodrama. It starts in Sinbad bakery which is across the street from the new Domino’s, and owned by Hajj Nadi, the main character of the trilogy.