Domino’s pizza recently launched Show Us Your Pizza, a website where consumers can upload photos of Domino’s pizza for a chance to win $500 and “the possibility of getting your photo in an ad.” The pizza chain is in the midst of a heavy image remake and this new campaign is a along the lines of the previous one where they issued a mea culpa for years of selling cardboard tasting pizzas. Now they claim to uncover the secret tricks used to make food look good in fancy photoshoots.
Crispin Porter + Bogusky is the agency behind the makeover that is surprisingly unoriginal and similar to the Dove Campaign For Real Beauty created by Ogilvy & Mather that claimed to reveal the hidden side of beauty shoots.
And, while I believe the rules for the contest and offer of $500 for an advertising photo are particularly heinous, nothing here strikes me as dangerous to the profession of advertising food photography. This is a gimmick plain and simple. Careful editing of the submissions allow only the most delicious looking shots to get in and the whole thing is slickly produced by CP+B to make it look like the consumer is now in control.
Because I tend to look on the bright side of things I chalk this up to the ebb and flow of styles in advertising photography and I see an opportunity for photographers who can shoot highly produced images that look off-the-cuff.