Did Domino’s Really Run This S&M-Themed Sriracha Pizza Ad?

01/28/2015 at 11:45 AM ET

Domino's
Courtesy Dominos

“You’re going to suffer and enjoy every moment.”

So proclaims a bold new Domino’s ad for Sriracha pizza that surfaced online Tuesday. The ad, which purportedly appeared in print in Israel, features a tongue tied up and ball-gagged. Because nothing says “pizza” like good ol’fashioned S&M.

But is it the real deal? Domino’s says yes… Sort of.

“It’s real,” company spokesman Tim McIntyre tells PEOPLE. “The ad was created and pitched by an agency to the independent franchise in Israel.”

The catch? It never ran in print – or anywhere for that matter.

“It never ‘officially’ appeared anywhere, because it was ill-advised, unfunny and not brand-appropriate,” McIntyre adds. “In a word, it was stupid.”

The ad only surfaced online because it was leaked. Now it’s “being presented as something that actually ran in Israeli media,” McIntyre explains. “It did not.”

The spokesman admits that even he thought it was a joke when he learned of the risqué ad. “When I first saw it myself, I thought it was a parody, just in time for the premiere of Fifty Shades of Grey,” he says. “I’m still shaking my head.”

So are we.

–Tara Fowler

FILED UNDER: Food , Food News , Pizza , Restaurants

Share this story:

Your reaction:

Add A Comment

PEOPLE.com reserves the right to remove comments at their discretion.

Showing 7 comments

Incidental Scribe on

Reblogged this on The Incidental Scribe and commented:
Some advertisers have an odd and kinky sense of humor.

bill on

So evolved ! So edgey ! Push that envelope, freaks.

really on

Hahahahahahaha OMG that’s funny stuff. That’ll definitely get everyone’s attention. Love it.

angel on

they should run it during the super bowl, it would be the most watched and talked about commercial! Funny!

debra40 on

won’t make their pizza taste any better.

Guest on

Sick and weird.

Gretchen on

Who exactly are they pitching this to?? Dominos pizza has always been gross and continues to be gross. They just proved it again. Hey, guys in suits that OK this cr ap should eat this cr ap. Or maybe they are just cr ap.

From Our Partners

Sign up for our daily newsletter and other special offers.
    Choose your newsletters
Thank you for signing up! Your request may take up to one week to be processed.
    see all newsletters