Little Caesars laughs off Domino's
focus on mobile ordering in TV ad
Pizza chain Little Caesars is
parodying how some of its competitors are putting a big focus on mobile
technology in a new television ad that also pokes fun at the staged technology
launches for which marketers such as Apple have become known.
In the commercial, the pizza chain
tries to undercut the significance of online and mobile ordering and voice
command technologies by reintroducing the idea of walking into a store and
picking up a pizza in an ad that uses satire and comedy to make a connection
with consumers.
"I believe many consumers
feel that brands and retailers attempt to make their shopping experience into a
science project," said Gary Schwartz, CEO of Impact Mobile, New York.
"Just because a mobile application allows you to provide tools that
slice-and-dice in-aisle or at-counter, doesn’t mean the brand should provide
these tools.
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