Arts

The rise and fall of The Noid

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A Domino’s commercial featuring The Noid.

A Domino’s commercial featuring The Noid.

Credit:

Ernie Perich

In 1986, Domino’s Pizza unveiled a bold advertising mascot: a mischievous, rabbit-eared gremlin called The Noid. The character quickly became famous — he appeared on T-shirts, in video games and even in a Michael Jackson video — but through a bizarre series of unfortunate events, he became infamous, too.

Early sketches of The Noid.

Early sketches of The Noid.

Credit:

Ernie Perich

Ernie Perich (the creative director behind The Noid), Tim McIntyre (the vice president of communications at Domino’s) and Sean Burnsed tell the true — and not true — story of The Noid’s creation and demise.

Sketches of The Noid from Will Vinton Studios.

Sketches of The Noid from Will Vinton Studios.

Credit:

Ernie Perich

Music by Chill Carrier, Katona Twins and Podington Bear used under a Creative Commons license.

In Arts, Culture & MediaArtsCultureMedia.