The year was 1986 and the great pizza battle was on!!! The battle between Pizza Hut and Dominos. Pizza Hut was always winning this battle so Dominos decided they needed something new, something to get them to stand out, so they went to an advertising agency to help create something new.....
The ad agency came up with The Noid !!! A character dressed in red with a N on his chest and big ears. The Noid hated everything to do with pizza and would try to stop all pizza deliveries or anything to do with pizza! The design and claymation commercials were produced by Mr. Claymation himself, Will Vinton (California Raisins) and was a small hit !!! The commercials were so popular that people were coming into Dominos locations not to order pizza but to try to buy a t-shirts, dolls or anything with the Noid on it!! In 1988, a Saturday morning cartoon was planned to air called The Noids but was later passed on because many thought it would just be a long commercial for Dominos. In 1989, a computer game was released called Avoid the Noid
Screenshot from Avoid the Noid
The object of the game is to deliver a pizza within a half-hour time limit in an apartment building swarming with Noids (some of which are armed with pizza-seeking missiles or water balloons)
Screen shot from Yo! Noid Nintendo Game
In 1990, Capcom released Yo! Noid for the Nintendo game system, (this game has a cult following now ) so now you have to ask yourself what happened to the Noid? He was riding high with popular commercials, video games , tee shirts. What would bring him down??? Well it all started on January 30, 1989, Kenneth Lamar Noid, a mentally ill man who thought the ads were a personal attack on him, held two employees of an Atlanta Domino's restaurant hostage for over five hours. After forcing them to make him a special pizza and a salad and making demands for $100,000, getaway transportation, and a copy of The Widow's Son, Noid surrendered to the police. Noid was charged with kidnapping, aggravated assault, extortion, and possession of a firearm during a crime. He was found not guilty by reason of insanity. Noid spent three months in a mental institution. Many people think because of this event Dominos decided to do away with the Noid.. The Noid did make a few appearances back in commercials and who knows what the future holds for him. Just like everything else from the 1980s maybe we will get a noid reboot and the Rock will star as him.......
Here is a Noid Commercial: