Those Domino’s ads that featured customers talking about how much they disliked Domino’s pizza, only to be shocked that Domino’s has revamped its recipe? They worked, and successfully tricked convinced people that the megachain really cares about the quality of its product. In fact, they worked so well that the chain recently rolled out a line of “Artisan” pizzas. Domino’s CEO Patrick Doyle tells Fast Company, “When you look at how Chipotle is doing vs. Taco Bell and all the better burger places that are popping up and prospering, it’s all about food quality and authentic, good food.” Now the chain has enlisted Top Chef–er Fabio Viviani to help sell this authentic, good food. The joke seems to be that Fabio is such an artisan he can’t be bothered to say his lines right. It doesn’t make much sense, but we bet this campaign will work as well as the last one did. Personally, we won’t be happy until the Noid comes back. That dude was a true artisan.