Why we’re here for Domino’s Mykonos ads

A series of ads depicting the moment Mykonos revellers receive a Domino’s Pizza was unexpected, but hits mostly the right note.

Domino’s Pizza has launched a vibrant advertising campaign in, of all places, Mykonos.

“Why?” was our first question, the answer to which appears to be “it’s a $2bn economy, so why not?”

Maria Kostas, marketing director at Domino’s Greece, fleshed it out a bit more though: “Mykonos is the ultimate destination for living in the moment, and we wanted to show that Domino’s is right there with you, whether you’re at a beach bar or a rooftop party. Our drivers are as relentless as the island’s nightlife.”

The ads capture the island’s non-stop party spirit, and convenient pizzas’ place in it. Created by Newton’s Laboratory, ‘Pizza Finds You’ finds a series of semi-startled revellers enjoying the chaotic, sun-soaked energy of Mykonos.

Domino’s delivery drivers feature heavily, reflected in the sunglasses of beachgoers, clubbers, and yacht-goers, emphasising the message: “No matter where you end up… pizza finds you.”

From the beaches of Paradise and Psarou to rooftop raves and late-night clubs, the visuals capture Mykonos’s lifestyle, with drivers zipping through the island’s winding streets to deliver fresh pizzas. 

Our take

A lot of factors came together to make this campaign ‘pop’. The unexpected attention to detail makes Mykonos visitors feel ‘seen’, doubling as a sort of tourist board campaign.

The ads also cleverly capture the carefree vibe of the place, blending vibrant colours, pulsating music, and quick-cut montages of sunsets, pool parties, and dance floors.

The setting is also important here, because the pizzas are depicted as an ‘unexpected bonus’ to an already great moment, enhancing, rather than interrupting the activities of island goers.

The ads also successfully promote the idea of ordering pizza abroad, which might sound trivial, but it’s not something I usually think of.

“Domino’s in Mykonos with those sunglasses reflections? Genius. I’m craving pizza on the beach now!”, said one X poster. And that pretty much sums it up.