Domino's "Focus Group"

It sounds more like a kidnapping than a focus group. But here’s how this spot for Domino’s Pizza (via Crispin Porter + Bogusky’s Boulder, Colo., office) was made. Domino’s packed groups of people into a limousine with blacked-out windows and drove to a dairy farm, where (without being permitted to see the external surroundings) they were questioned in a windowless room. After the focus groupers were given a chance to voice their assumption that Domino’s doesn’t use genuine cheese in its pizza, the walls of this room were suddenly pulled away to reveal that they were surrounded by cows on a farm whose real milk is used to make the real cheese that Domino’s really uses.