London - A TV campaign for the new Domino's Scrummy pizza from Team Saatchi breaks on 23 August. The ad stars Alesana Tuilagi, the Samoan Leicester Tigers rugby union player.
Domino's Scrummy pizza is Domino's "meatiest pizza yet" designed for rugby fans who want to "tackle something meaty".
The ad opens on the 'Domino's boys' Bernard and John, watching rugby on TV, squashed onto a two-seater sofa with Alesani Tuilagi sitting comfortably in the middle.
The doorbell rings and knowing it's a Domino's Scrummy pizza delivery, Bernard and John quickly leap up from the sofa and race towards the door. They end up in a tussle with John rugby tackling Bernard to the floor. They recover themselves to get up and run towards the door but it's too late - Alesani coolly charges them both out of the way to greet the pizza delivery man with a wry smile.
We cut to Alesani back on the sofa enjoying the pizza while handing off John with one arm as he attempts to get some pizza.
Sophie Hooper, managing director, Team Saatchi, said: "We wanted to take rugby legend Alesani and seamlessly integrate him into an everyday scene with a couple of blokes on the sofa watching a rugby match and squabbling over a pizza. The result is a good-natured race for the doorbell between our two lads and Alesani when the pizza arrives."
Robin Auld, sales and marketing director, Domino's UK, said: "The idea behind the ad is that only real rugby fans are man enough to handle the new Domino's Scrummy pizza, our meatiest pizza ever with six meat toppings. Alesani Tuilagi was the perfect star for the ad."
The ads will run on TV in the UK and Ireland until 7 October.