[LOOK] Domino’s spoofs British Airways

Imitation is the best form of flattery. In the ad world, brand spoofing its competitors is nothing new. Take for example the classic and finest definition of measuring c*ck sizes via billboards from Audi and BMW.

However, this brand takes spoofing to the next level by imitating a successful ad pushed out by an industry entirely different from its own.

Last month saw the campaign from British Airways, whereby a child is seen across digital billboards and static billboards point to an area in the sky with the arriving flight’s details. The advertisement is promoted via hashtag #lookup.

Domino’s Pizza UK, in turn, adapted the concept and created a parody billboard in which features a kid pointing downwards to a deliver driver. The campaign will, appropriately, follow hashtag #lookdown.

The parody was created by media planning and buying agency, Arena. The billboard is claimed to display messages when a driver goes by of a pizza order and area of delivery.

(Read also: LOOK Domino’s takes a bite on Pizza Hut)

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