Domino's Celebrates the Breaking Bad Movie by Throwing Pizza Boxes on Its Roofs

It’s one of the most memorable moments from Breaking Bad—the scene from Episode 2 of Season 3 in which an enraged Walter White tosses a pizza on the roof of his home (an unsliced pizza no less, you will recall). 

The woman who owns the Albuquerque house where the exteriors were actually shot probably wishes everyone would forget that scene. But it keeps on giving—this time thanks to Domino’s Brazil, which has come up with a whole “Pizza on the Roof” scavenger-hunt game to celebrate the just-released El Camino: A Breaking Bad Movie. 

Working with the São Paulo office of agency GUT, the chain is putting pizza boxes on the roofs of some of its stores in Brazil—and offering a year of free pizza to the first people to spot them. 

To win, be the first to find a box, post a photo of it on Instagram and tag @dominospizzabrasil using the hashtag #saymyname. 

“As we are also fans of this masterpiece, we decided to bring one of the most iconic scenes to real life, with a year of free pizza for those who play,” says Edwin Junior, marketing director of Domino’s Brazil.  

“The most important thing for a brand is to be part of culture,” adds Bruno Brux, executive creative director at GUT São Paulo. “This doesn’t mean it needs to engage in absolutely every conversation, but in conversations that have to do with the brand itself. And that’s exactly what we’ve been trying to do with Domino’s.” 

And yes, there’s a reference to the old pizza scene in El Camino itself (spoilers).

CREDITS

Client: Domino’s Pizza Brazil 
Agency: GUT São Paulo   
Founder CCO: Anselmo Ramos    
ECD: Bruno Brux  
Art Director: Laís Lira   
Copywriter: Julia Mota   
Managing Director: Valeria Barone   
Account Director: Camila Prado   
Account Manager: Raphaela Guile   
Head of Production: Mariane Goebel  
Domino’s Marketing Director: Edwin Junior  
Domino’s Marketing Manager: Patrícia Faria