Instead of Pointing at Airplanes, Domino’s Parody Billboard Points Out Delivery Drivers

Riding on the success of 'Look Up' from British Airways

Remember British Airways' interactive "Look Up" billboard with a kid pointing at airplanes as they flew by overhead? Well now Domino's U.K. is spoofing the concept with its own "Look Down" billboard. It's kind of a heady concept, but bear with me here: The British Airways billboard pointed to planes while displaying their flight numbers and trajectories, so the Domino's version is a kid pointing down at pizza delivery drivers, with different messages about where each pizza is headed. It's working out pretty well for them, which makes sense. Domino's has a lot of experience with parody, since the brand's been doing it to pizza every day for over 50 years. Via Mashable. David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.