Let’s talk about another Domino’s mascot, only this guy is partly forgotten and partly well-known unlike the reputation Dr. Cravin had. And the mascot I’m referring to is The Noid. The only Domino’s mascot who has received popularity, satires, parodies, and video game deals. The Noid first appeared in 1986, he was created by Phil Kneesi and voiced by Pons Maar a famous puppeteer who previous portrayed two dinosaurs in his career including Roy Hess from the Dinosaurs & Theodore Rex himself. The commercials were created by Group 243, an advertising agency for Dominos while the animation was made possible by the Will Vinton company before it was changed to Laika Inc. after Will Vinton lost control of his company in 2002. The creative team for the TV campaign consisted of Ernie Perich (creative director), Gary Bastien (art director), Dave Larson (producer), & Matthew Thornton (producer). The Noid was a villainous red suit character with rabbit ears who is known for being the reason why pizza would get cold or get smashed. He’s constantly seen succeeding in destroying non-Dominos pizza and would do the same toward the Dominos brand. Throughout all of the commercials he would constantly try to ruin anonymous deliveries of Domino’s pizza. However his attempts would back fire when the announcer tells the viewers that Domino’s guarantees good quality pizza because they “Avoid the Noid”(which was the slogan for the character) and unlike other pizza brands their pizza is immune towards damage and tempurture(or so they claimed).
The Noid soon became a popular icon with the flow of merchandise for kids or die-hard commercial fans. He’s appeared as a toy figure, a shirt, as well as two product placement video games. The first called “Avoid the Noid” made back in 1989 for the Commodore 64 & MS-DOS. While the other was called “Yo Noid” made back in 1990 for the NES. The Noid would no longer be seen destroying pizzas some time in the early 90s. This created a boycott after it was discovered that Dominos dropped the character without saying why. The boycott in bring the Noid back was unsuccessful and the character ended up being a thing of the past. To be honest I never remember seeing the Noid as a kid, I didn’t know his existence until the year 2000 where my sixth grade science teacher has a collection of Noid napkins for some reason. The character wasn’t entirely forgotten as he’s made cameos in a hand full of cartoons and sitcoms particularly the two episodes of the Simpsons where he appears as a parade balloon and in person.
The only controversy on the character involved an incident in January 31, 1989. Where Kenneth Lamar Noid thought these advertisements were an attack towards him due to his last name being Noid. So he went to a Domino’s in Atlanta, Georgia and held two employees hostage with a gun for 5 hours. His demands were a pizza, $100,000; a getaway helicopter, and a copy of The Widow’s Son. He eventually surrender to the police, where the police chief at the time filed him as paranoid in the police report. Mr. Noid(as in the lunatic not the one who destroyed pizzas) was about to be charged with kidnapping, aggravated assault, extortion, and possession of a firearm. However he was found not guilty due to the whole thing being an act of insanity. It’s unknown if Mr. Noid was placed in an asylum or not. I am sure that he’s banned from entering any Domino’s establishment for the rest of his life, cause there’s no way in hell Domino’s would allow someone like that to ruin their image. Plus I’m surprised Mr. Noid didn’t try to sue them, but even if he did Domino’s would be the ones winning the case and not him. Much similar to how Uri Geller famous for bending spoons with his mind tried to sue Nintendo over claims that they made a Pokemon out of him which was Kadabra who is known for carrying a bent spoon. That case was drop when Nintendo told Uri they didn’t name any Pokemon off of any existing person to their knowledge. Despite what Uri claimed, he should have learn that you should never sue a company for claiming that they created a character who happens to be a psychic with a bent spoon. Then again some people are so stupid they think they’ll win in court over claims they made up just to get some money.
Back in May 2011, the Noid has made a comeback on Domino’s Facebook page. A stuff toy of him was promoted for a one topping pizza deal towards the end of the month of May. During the Noid’s 25th birthday a new product placement game called “The Noid’s Super Pizza Shootout”, the first new Noid video game in 21 years! I think it’s good that this character was given another chance from Domino’s who are giving the Noid the appreciation he deserves. I managed to find every single Noid commercial known so far. So enjoy watching them, and be sure to check out my 25th article next week on the California Raisins!
Posted on December 14, 2011, in Advertise of the Week and tagged dominos, jim henson's the dinosaurs, pizza, the noid, the simpsons, theodore rex, video game spinoff, Will Vinton. Bookmark the permalink. Leave a comment.