There was a way to execute this without that awkward copy (Recipe…Attempt…We save you). Instead of using two shots in each ad, the team could have used one shot to show the recipe book opened to the beautiful image and propped up by the disastrous meal. Then, I think it could have been signed off quietly with the Domino’s logo, with no need for the “We save you” to close the loop.
Always try to pare down your ideas so that they communicate with the absolute minimum number of elements.
(Source: adteachings, via sellmeaboutit)