The spot, created by Iris, follows a delivery driver in a dodgem car, who negotiates a series of residential streets at night until he reaches his destination, only to bump into another dodgem. Fairground music plays in the background.
Andy Taylor, the creative director, Jonathan McKemey, a senior art director, and Stuart Sinclair-Nightingale, a senior copywriter, created the ad.
The ad was directed by Kirk Jones through Tomboy Films. Arena handled the media planning and buying.
Simon Wallis, the sales and marketing director at Domino’s, said: "With our advertising we like to surprise and create talking points and in this find new ways to show our passion for bringing Domino's front of mind.
"This new creative demonstrates how we lead the field in delivering great feel good moments – this time taking an unexpected focus onto our new menu offering doughnuts."
As well as TV, the campaign will include on video on-demand advertising.
Taylor said: "Nothing says hot doughnuts like the fairground says hot doughnuts, and nothing says the fairground like the dodgems. So we figured it’d be great fun to have branded dodgems whizzing around."
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