The Noid


The Noid was an advertising character for Domino’s Pizza in the 1980s. He was a villainous red-suited imp, with red rabbit ears who attempted to ruin Domino’s pizza but was constantly thwarted. Commercials that featured the character used the slogan ‘Avoid the Noid!’ As part of the advertising campaign, a computer game was released in 1989 called 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. In 1990, Capcom released a different video game, Yo! Noid, for the NES.

In early 1989, Kenneth Lamar Noid, a mentally ill customer 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 pizza and making demands for $100,000, getaway transportation, and a copy of ‘The Widow’s Son,’ a conspiracy theory novel by Robert Anton Wilson. Noid surrendered to the police. After the incident had ended, police Chief Reed Miller offered a memorable assessment to reporters: ‘He’s paranoid.’ 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.

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