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Get the door, it’s dominos.

It’s hardly the first TV commercial to feature a Rube Goldberg machine, but BBDO Toronto’s “Dominos” ad for FedEx Canada, “Dominos,” may be the first to star a goose. Take a gander:

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“Dominos” borrows a format that’s been used before—the one-camera, one-take shot of a Rube Goldberg machine. The best-known example of this genre is Wieden+Kennedy’s famous Honda “Cog” commercial from 2003.

(That commercial, in turn, was accused of staling the idea of the 1987 short film “Der Lauf der Dinge.”)

Another example is BBDO London’s “Tipping Point” commercial for Guinness, from 2007:

The style has also been used, to much acclaim, by the band OK Go. See their 2010 video for “This Too Shall Pass”:

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The FedEx “Dominos” ad looks a lot like ads that came before it, but the format is still great fun to watch occasionally. Here, it fits the product: Using FedEx boxes to represent how the company can strengthen business ties between the U.S. and Canada.

* * * *

What’s the song in this commercial?

“Coming Home” by Apollo Studio (an original song)

Who created this ad?

Agency: BBDO, Toronto
Creative Directors: Peter Ignazi, Carlos Moreno
Writer: Chris Joakim
Art Director: Mike Donaghey
Agency Producer: Beatrice Bodogh
Production Company: OPC
Director: Jeff Low
(More credits at Adweek.)

Who signed off on it?

Susan Hayes and Jason Shane of FedEx Canada.

— By Daryl Lang. Filed under Advertising, Television

One comment

  1. David says:

    “Take a gander.”

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