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Viral CEO Warfare

Domino's CEO Burns Subway Letter During 'American Idol' Commercial Break

— January 24, 2009 — Lifestyle
In a shocking ad aired during a commercial break on ‘American Idol,’ Domino’s CEO David Brandon tosses a cease-and-desist letter from the Subway Franchisee Advertising Fund Trust into the pizza oven. The ad has since gone viral, and there’s even a place on the Domino’s website where you can torch your own letter.

Let’s back up a bit. In December, Domino’s launched a taste-test campaign that claimed customers preferred Domino’s subs over those served up at Subway 2:1. Subway responded quickly, voicing their concern over how those results were obtained and the fairness of their product comparison.

In the viral ‘American Idol’ ad, Domino’s CEO David Brandon declares confidently, “Everything’s better when it’s oven-baked,” before sending the letter into the pizza oven. “Let’s roll the commercial,” he continues.

Check out the commercial that incited the firestorm during ‘American Idol’ below.
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