CMU alum featured in Domino’s Pizza commercial

A familiar face from the Central Michigan University is part of Domino’s Pizza’s accounting accomplishment in its recent national advertising campaign.

Matt Daugherty, a 1997 alumnus, appeared in a recent campaign for Domino’s Pizza’s “Lava Crunch Cakes.”

“I think it’s awesome. It was fun, I enjoyed it,” he said.

Though you might think he was a theatre major from his performance as the head accountant, he actually graduated with a degree in accounting.

He’s still using that degree today for his 12-year career as an accountant for Domino’s working at Domino’s headquarters in Ann Arbor.

Daugherty said most of the actors used in the commercial work for Domino’s.

“The introduction guy I’m not sure, but all the others are (employees) I know,” Daugherty said.

This isn’t the first time Domino’s has showcased its employees in an ad campaign. Their commercials for regional pizzas had real chefs, as well.

It was a relatively on-the-spot opportunity for Daugherty.

“The marketing people asked me if I’d tried the new ‘Lava Cake’,” Daugherty said. “(At first it was) five minutes asking me general questions, it would be a funny thing for
internal.”

But the marketing department decided that they might have an even bigger prospect available.

“It took us three-and-a-half hours to shoot,” he said.

Because the performance was unscripted the accountants and chefs followed impromptu queues from the director.

Matt’s popularity has exploded since his appearance on national TV.

“My Facebook’s blowing up,” Daugherty said. “I feel a little bit like a rock-n-roller but not that much.”

Several companies such as Intel, Best Buy and FedEx followed the employee spotlight trend.

“They’re trying to show people are satisfied with a good company,” said Will Anderson, associate professor in the School of Broadcast and Cinematic Arts.

The idea of satisfied consumers and employees espousing a product’s quality or service is nothing new for advertising.

“Well, I guess there’s been a history of ‘real’ housewives writing in about why they like their product,” Anderson said. “It’s kind of a testimonial thing.”

This new style of marketing also could be a result of tough financial times.

“I think it’s probably a sign of the economy,” Anderson said. “It’s expanding the job requirements.”