If you've been driving along the UAE recently, you're probably already hungry from Domino's new out-of-home campaign. Known for their promotional campaigns, much like their previous OOH, the fast food giant has unveiled a string of billboards throughout Dubai and Sharjah, following giant slices of pizza with an even bigger reaction: a wide-eyed, open-mouthed female figurine frozen in mid-shock. That one line alone, “Real Pizzas, Unreal Value,” is doing a lot of heavy lifting. But the real punch of this campaign is in the numbers. The prices are front and center, printed in large white boxes, stating “Small 20, Medium 30, Large 40”. It's the sort of visual language that cuts you off mid-lane change and goes: yes, you read that right. And it works, because in a town where casual dining heads upscale and pizza prices creep up to AED 70, Domino's dares to be simple. Real pizzas. Breathtaking value. Three sizes, three prices. That is the slogan. That is the offer. Visually, the campaign is dependent on the first-color theory to produce a feeling of urgency. The electric blue background is broken up by the Domino's red, symbolically potent and emotionally disorienting. That same red is then reproduced in the sticker-style price box and REAL PIZZAS banner, infusing the whole layout with a sales-flyer-meets-street-poster vibe, and extremely legible from the confines of a moving car. The models' facial expressions lean exaggerated, even cartoonish, a stylistic choice that lands somewhere between shock, excitement, and memeable relatability. It’s designed to be read in one second flat. Add to that the floating pizza flyers and the cropped pepperoni pie hovering like a halo, and you’ve got the billboard equivalent of a TikTok soundbite: direct, chaotic, impossible to ignore. And if the goal was to make Domino's the most blindingly obvious choice for your next no-brainer meal? Then these billboards, with their unapologetic brashness and eye-popping visuality, deliver in spades. The ad hit the UAE’s hoardings, digital screens, and lampposts in the third week of September.
