The Noid is back in Domino's Pizza commercials
The Noid — a gummy, red animated pest in Domino's Pizza commercials from the 1980s and '90s — is back with a new, high-tech nemesis.
Starting Monday, the Noid will be featured in the Ann Arbor-based company's ads and his new battle is trying to thwart Nuro's R2 robot, a driverless vehicle delivering Domino's pizza.
“The Noid is Domino’s oldest and most famous villain, and the pizza delivery testing we’re doing with Nuro’s autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return,” said Domino's Vice President of Advertising Kate Trumbull in a press release Monday. “However, after 35 years of practice in avoiding the Noid, we’re pretty confident we know how to defeat it.”
Besides Domino's Pizza commercials, expect to see the grumpy Noid popping up else where, like social media and as a mini-boss in the new Crash Bandicoot mobile games.
Noid super fans can find some related merchandise like T-shirts and tumblers on Amazon. Domino's is donating profits from Amazon merch to Domino's Partners Foundation, an internal nonprofit organization that provides financial assistance to franchise and corporate employees in need.
This isn't the first time the Noid has returned since it was discontinued in the 1990s. Throughout the 2010s the character was featured briefly in advertisements and social media. A Domino's Pizza pinball machine featuring the Noid was created by Spooky Pinball in 2016.
The mascot has an unusual history.
In 1989, Kenneth Lamar Noid held two Domino's Pizza employees hostage at a Georgia location and reportedly felt he was being targeted by the company with their "Noid" ad campaign. Noid was charged with kidnapping, aggravated assault and theft by extortion but found not guilty by reason of insanity. He died by suicide in 1995.