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There’s always a little pain involved in advertising. At least that’s the attitude at McCann-Erickson/Seattle judging from a radio ad introducing Domino’s 36-inch pizza to Western markets. ‘When they told us their new pizza would be called ‘The Dominator’ it conjured up some very powerful images,’ explained copywriter Alan Yamamoto. The result is a tongue-in-cheek pitch from a dominatrix, complete with the sound of cracking whips. ‘It’s in good fun and good taste,’ said McCann creative director Jim Walker.
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