Domino's 'All It Does' by CP+B

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The fast-food chain's new TV spot introduces "Dom," a voice-activated assistant to rival Siri

Domino's introduced its voice-activated mobile ordering assistant "Dom" Sunday night as part of a new national TV campaign.

The spot, which is directed by Ted Melfi, shows how unlike other voice-activated assistant apps, Dom is good for just one thing: ordering pizza.

Creative Credits

Brand: Domino’s
Agency: CP+B
Chief creative officer: Ralph Watson
Executive creative director/ EVP: Tony Calcao
Creative directors / VP: Andrew Lincoln, Matt Talbot
Associate creative directors: Mona Hasan
Associate design director: Scott Pridgen
Senior art director: Edi Inderbitzin
Account director: Alex Guerri
Tech director: Harold Jones
Experience director: Rich Giuliani
Producer: Julie Vosbourgh, Jake Johnson
Junior producer: Rachel Noonan
Content supervisor: Stacy Geldzahler
Content managers: Sam Carolan
Designer: Tim Opsahl
Digital artist: Brett Reiland
Motion design director: Andy Schulman
Project manager: Samantha Calvert
Executive business manager: Katherine Graham-Smith
Business affairs manager: Daphne Papadopulos