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From The Desk Of Times New Viking’s Elizabeth Murphy: Domino’s Pizza Tries Harder, Self-Deprecation in Advertising

Times New Viking is an Ohio rock trio that delivers raw rock ‘n’ roll. Jumping from different labels over the years including Matador and Merge, the band has released five proper albums in a little more than five years. On its last album, Dance Equired (Merge), Times New Viking dropped the lo-fi fuzz in favor of more melodious songs. These art-school grads from Columbus, Ohio, are still making music, and the band’s Elizabeth Murphy will be guest editing magnetmagazine.com all week. Read our brand new Q&A with her.

Murphy: We all found the Domino’s Pizza commercials rolled out last year to be rather bold. Essentially outing themselves in a series of public service announcements, they acknowledged consumer feedback attesting to an array of quality and service issues within their company and in the next breath, confirmed the issues were well on their way to recourse. Being from the Midwest, where self-deprecation is the secret handshake of communication, this campaign caught my attention. As far as their pizza, I had no reference. I would have remained an impartial observer if it weren’t for their multi-faceted attack.

Two things you learn from staying in economy hotels across America: They are usually franchised by a family of Indian descent, and the key cards will have been provided by Domino’s Pizza. Not sure what the cause and effect is here, but Domino’s Pizza is the most popular fast food chain in India due to its vegetarian options. Regardless, it was because of these key cards and a couple months I spent in transit that I became familiar with Domino’s Mediterranean Veggie Sub, Cheesy Bread and Lava Cakes.

This led me to their stellar website. I watched the “Pizza Tracker” (available in several different themes) track the status of my delivery. The food arrived in several boxes. Some featured illustrations of anthropomorphized menu items, in old-timey intaglio print stylings to appear as if they have always been, with barely operable aphorisms tethering them to the surrounding action. Appearing large on the face of one box, a “check yes or no” graphic implication for desired feedback. In spite of my eagerness to support the company providing me with daily sustenance and my enthusiasm towards inventive marketing, I had no idea what to do with this box.

Back on the television, the PSAs morphed into confessionals and Domino’s contrived redemption unfolded as veritable through faux-documentary posturing. This comedic trend renders all actors amateur and in turn allows for all pizza employees to be actors. Across the board they seem to have made a bad deal, access to the magical fourth wall in exchange for all awareness of self.

Eventually I settled down into a house again and without the daily key card reminder, Domino’s Pizza was off the menu. It wasn’t until very recently, when I saw a commercial for their new and improved Stuffed Cheesy Bread that I gave them a call, for old timey’s sake. That was a bad call; all too cheesy. How long can you ride on redemption through self-deprecation before you hit a wall anyway? Where can you go from there? How long until the dead pan pizza comedian, using the logic of “duh,” can only try to stuff it with more cheese?

Video after the jump.