02 November 2010

Newest Domino's commercial full of cheese and insincerity

No matter which television show, sporting event or newscast you choose to watch one thing is for certain, you will view commercials—sans DVR of course. Unfortunately many of the ads that run with great frequency throughout the airwaves involve meat and cheese filled fare. And cheese in this case doesn’t just describe the dairy based product tossed on everything from hamburgers to pizza to broccoli.

Enter Domino’s Pizza and their latest attempt at showing the company’s ongoing commitment to improving its image and product quality.

If you have been lucky enough not to see the pizza pie peddler’s newest commercial let me give you the Cliff Notes summarization.

A focus group—according to the commercial the group is genuine—is sitting around a table discussing what else but Domino’s pizza. While one participant is trying to hammer home a sound, well thought out point about the company’s lack of disclosure on its ingredients the walls of the room magically drop to the ground revealing the true location of the meeting, a dairy farm.

It is announced to the shocked and befuddled group that the pastures and the tranquil looking cows—see happy cows— that surround the now wall-less room belong to an actual dairy farm that supplies Domino’s.

Apparently the focus group was so adept at being focused they ignored the acres of farm land on their approach to an isolated trailer with droppable walls.

Obviously the whole thing seems pretty disingenuous but nothing more so than the appearance of the peaceful pasture with cows that appear to be relaxed and quite content.

In reality the conditions that dairy cows must deal with are anything but stress-free.

Consider that a dairy cow is mechanically milked 10 months out of the year, 7 to 9 months while pregnant.

"The amount of work done by the [dairy] cow in peak lactation is immense. To achieve a comparable high work rate a human would have to jog for about 6 hours a day, every day," explains animal expert Dr. John Webster of Bristol University.

Needless to say there is not a whole lot of time for lying around in beautiful fields of green grass.

Hopefully in the near future the only other walls dropping to the ground are those containing the poor unfortunate creatures that are forced to provide society with meat and dairy.

Until then take ‘Pledge to be vegan for 30 days’ and steer clear of insincere operations like Domino’s.

Watch the commercial and tell us your thoughts.

Eric Fortney | @elfortney
Eric is the co-founder & executive editor of This Dish Is Veg. In addition to his TDIV work, Eric is a father of three, runner, and lover of the outdoors.

Photo credit: cc: flickr.com/photos/slice