I chose this Domino's ad because it is similar to Bill Bernbach's "anti-advertising" strategy because the CEO recognizes their faults and wants to make his pizza better. He asks the customer why they are failing to make quality food and wants to know what they need to change. This ad goes against traditional forms of everyday advertisig by doing the opposite of what a company normally does. There have been several commercials for this campaign, recieving a "tornado" of pictures from regular customers who are dissatisfied with their pizza. The attitudes evident in the commercial show the apology of the company being careless with their brand name and wanting a second chance to make it right. In order for consumers to keep buying the product, they want to fix and do everything in their power to advance their sales and to keep them from being at the bottom of the totem pole.