Creative Director

Domino's wanted to strengthen their association with football and sell more pizzas around the World Cup.

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Domino's didn't have the money to sponsor the World Cup or get anywhere near TV.

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Domino's did have the money for Jimmy Bullard though and an ambition to become The Official Food of Staying At Home During International Football Tournaments.

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So we recreated the moment that Jimmy was filmed by his neighbour watching England's 6-1 win against Panama in his pants in a padding pool in his back garden with only several inflatable unicorns and a Domino's pizza for company.

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We seeded the video out the morning after the match and, 9.7 million views later, we'd created the most-watched branded video of the World Cup, outperforming the official sponsors.

 

Most importantly, Domino's had their busiest day of the year in the 24 hours after the video was released.