Tom May’s article for Creative Boom explores the rise of absurdist humour in advertising, using Domino’s new CHICK 'N' DIP campaign by VCCP as a case study. The piece argues that while absurdism has become a dominant creative trend, it can still serve strategic and communicative purposes when executed with intent. The campaign’s character-driven approach helps distinguish Domino’s new chicken sub-brand while maintaining the parent brand’s equity.
Tom May’s Creative Boom article explores Beano Brain’s 2025 Coolest Brands report, which reveals how Generation Alpha engages with brands. The piece highlights YouTube’s dominance, Nike and Adidas’s contrasting strategies, and the rise of experiential and authentic branding from companies like KitKat, Domino’s, and Jellycat. It underscores how Gen Alpha values identity, creativity, and genuine experiences over hype.
