http://www.usatoday.com/money/industries/food/2010-05-05-dominos05_ST_N.htm?se=yahoorefer

Most interesting to me, however, is the choice of production values of this video. It has a viral, home-brewed feel to it, but it’s clearly not- look at the lighting, audio quality, the styling of the uniforms, etc.

The style is riffing off the nature of homebrew video, but is careful not to look and sound “too produced”. Listen to the audio- it’s unfiltered, lots of open mikes picking up background noise that audio folks have labored for years to eliminate.

The advantage of the homebrew look is credibility- it’s perceived as “real”, which is a turnaround for the business, which has always fought for the highest caliber in technical execution.

We’ve reached the point where ” polished and professional” has come to mean “we are lying to you”.

The “viral” style coupled with the “homebrew” content provides the brand with both high credibility and great accessibility, meaning consumers will be both intrigued by the message (want to see and hear it!) and will *believe* it.

And that’s advertising!