Technology

Domino's revives 'Noid' to promote Nuro delivery

"He's baaaack." The Noid returns as Domino's delivery nemesis. (Photo provided)

April 26, 2021

Love him or hate him, Domino's Pizza is returning one of its oldest advertising characters to the spotlight in the pizza-delivery-stumping anti-hero, the Noid. The character debuted in 1986 but the brand said the overall chaotic environment created by the pandemic made this a great time to return the trouble-making ad icon to the stage, according to a press release.

Photo: Provided.

Beginning today, the Noid will star in TV ads that feature him trying to thwart the advanced technology of Nuro's R2 robot, an autonomous, occupant-less on-road vehicle that is delivering the brand's pies as part of testing in Houston, where customers can opt-in for delivery by Nuro, according to Domino's website.

In the campaign, Noid tries to stop the robot from completing its deliveries by crashing into TV screens and even joining the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run! on May 7.

"The Noid is Domino's oldest and most famous villain, and the pizza delivery testing we're doing with Nuro's autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return," Kate Trumbull, Domino's vice president of advertising, said in the release. "However, after 35 years of practice in avoiding the Noid, we're pretty confident we know how to defeat it."

In the Crash Bandicoot gaming series, the Noid will be featured as one of the game's mini bosses, pitting players against the Noid as Crash progresses through the story. Players will also have access to exclusive Domino's pizza-themed player skins, showing players love for all things pizza.

The brand is also offering a limited number of "Hanging in There" and "Avoid the Noid" T-shirts, as well as tumblers available for purchase on Amazon. All profits from the Noid merchandise will go to Domino's Partners Foundation, an independent internal nonprofit organization that provides financial assistance to Domino's franchise and corporate team members in need.

Domino's is based in Ann Arbor, Michigan and has more than 17,600 stores nationally.