Recently I have been seeing quite a few statements of dislike for Domino's Pizza's new campaign. I, however, find it refreshing.
In this campaign by Colorado's Crispin Porter + Bogusky, Domino's faces the facts - their pizza sucks. Comments like, "Domino's crust is like cardboard," "Bring on the processed cheese," "Microwave pizza is far superior," "The crust seemed a bit lacking," and so on are all mentioned, and that's what I like about it. Domino's isn't afraid to tell the truth to the public and let us all know that they're actually dealing with their problems.
While on TV, the spot is quite a bit shorter, online there is a 4 minute "documentary" on how Domino's fixed the aforementioned issues with their pizza and created a new superior pie. Check it out.