This commercial about ‘Great achievements by men’ for Domino’s was made by S-W-H. With its American voice-over, masculine message and catchy pay-off, you wouldn’t guess it’s from Amsterdam. Earlier work by S-W-H was also inspired by Domino’s’ American roots. Take for example this ‘we are the world’ spoof with the great pay-off: “We pizza promise you that!”. Even though most people obviously associate pizza with Italy, it’s interesting to see how the market of Pizza delivery services is dominated by American flavoured advertising. Beginning of this year Selmore created a ‘genuine’ mafia scene for another player in the category; New York Pizza. The only thing Dutch about it, is the advertiser itself and the fact that you can hear someone curse on national television. In fact, the word ‘fuckin’ was for many a reason to complain with the Dutch Advertising Code (NRC). Fortunately the committee was equipped with a good sense of humor. Instead of a ban, we would like to see it win a lion in Cannes next year.