When you think of Breaking Bad, you probably think of meth. But a close second is…well, harrowing moments of nihilistic violence, most likely. But a close third is that one time teacher-turned-druglord Walter White angrily tossed a whole pizza on the roof of his house.
Understandably, Domino’s Brazil has chosen to reference that last plot point and not so much the others in its new campaign celebrating today’s debut of El Camino: A Breaking Bad Movie.
Created by agency Gut’s São Paulo office, the promotion hid pizzas in boxes on the rooftops of nine stores in different neighborhoods of the sprawling city.