Domino’s Malaysia serves up AI-powered superhero mums for Mother’s Day

Domino’s Pizza Malaysia has teamed up with Havas Malaysia for a Mother’s Day giveaway that taps into the viral AI action figure trend—this time, turning mums into the superheroes they already are.

The brand invited fans to generate custom AI-generated action figures of their mothers, complete with unique accessories and blister packs that reflect their ‘superpowers’.

The top five entries received a special treat from Domino’s, alongside a limited-time promotion offering a complimentary heart-shaped chocolate lava cake with every order of two regular pizzas and two sides.

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The campaign ran from 9 to 12 May 2025 on Domino’s Facebook and Instagram pages, and drove a 184% increase in participation and twice the engagement of the brand’s previous campaign, according to the agency.

Aza Baizura Morni, head of brand for Domino's Malaysia, Singapore and Cambodia, said the idea was a creative way to mark a meaningful occasion.

“Mother’s Day is a meaningful occasion that resonates deeply with our customers, and this campaign allowed us to align with a timely cultural moment in a way that was both creative and heartfelt. By leveraging the power of AI, we were able to deliver a memorable and engaging experience, and we’re pleased to see how enthusiastically our customers embraced the idea," said Aza.

Donevan Chew, chief creative officer of Havas Malaysia, said the team wanted to give the AI trend a more heartfelt twist. 

“We’ve seen many brands ride on the AI action figure trend – generating creative takes on their mascots, consumers, and even brand founders. When Mother’s Day came around, our team saw the perfect opportunity to hijack the trend and turn it into a social activation that is much more relevant and meaningful," said Chew.

"Mothers are often seen as real-life superheroes, so we thought, why not celebrate them in the same way? Just like superheroes have their greatness immortalised in action figures, we can do the same for moms," added Chew. 

The campaign draws from the AI doll trend currently sweeping social media, where users generate personalised figures using platforms such as ChatGPT by uploading photos and prompts. While many brands have jumped on the trend—from Prudential’s AI financial advisors to Toast Box’s kopi master—Domino’s activation gave it a more emotional spin, resonating with its family-first audience.

However, with every viral moment comes a risk. As more brands dive into AI-driven content, industry leaders A+M spoke to have raised concerns around intellectual property, brand control, and data privacy. Experts such as Market Hubs' Lierence Li and Final Upgrade’s Dominique Rose Van-Winther have cautioned that once a brand enters the AI trend cycle, it needs to monitor how its likeness is used—and be ready to respond, whether the content comes from fans or bad actors.

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