Dear Dominos,
I have written about fine print in pharmaceutical and financial advertising – both industries where one would expect fine print – and now I write about fine print advertising regarding…wait for it…pizza delivery. Even though the commercials tell me that I’ve got thirty minutes and it’s stupid entertaining characters show me all of the stupid funny things I could do during those thirty minutes, it turns out I could have a lot more time to do said things. That’s because, right before the announcer engergetically tells me “You Got 30 Mintues” (shouldn’t it be “You’ve Got 30 Minutes”?) there is some fine print at the bottom of the screen that tells me otherwise. It appears around 7 seconds. Let’s have a watch…
In case you didn’t feel like squinting that hard to read it, it says:
Because safety is a priority, “You Got 30 Minutes” is not a guarantee, but an estimate.
So, basically, the tagline is a lie. I understand that safety is a priority, but just like in the case of Celebrex, maybe you should switch up your strategy. I know that “You/You’ve Got More Than Thirty Minutes” isn’t very catchy, so maybe you should stick to advertising your disgusting delicious product instead of your inability to hire Nascar wannabes as drivers.
Sincerely,
K
