The Noid is the villainous mascot of Domino's Pizza. He is a humanoid claymation creature in a red jumpsuit with an "N" insignia on the chest and rabbit-like ears.
The Noid vehemently hated pizza, and makes it his life's mission to ruin pizzas, often in different ways (i.e. making them cold, smushing them, rendering them otherwise inedible, etc.). However, he is never able to successfully do this to Domino’s pizzas.
The commercials were very successful, and the character became something of a cultural icon; he starred in two video games, Avoid the Noid on the Commodore 64, and Yo! Noid on the Nintendo Entertainment System. The Noid also made a cameo in Michael Jackson's 1988 film Moonwalker, where he appears in a group of stop-motion characters chasing Michael, and in two episodes of The Simpsons.
A more recent appearance was in an early episode of Family Guy, where the Noid destroys Mayor Adam West’s pizza, but is then subsequently killed.
In a Nintendo Entertainment System-only video game by Capcom known as Yo! Noid (an adaptation another, Japanese-exclusive video game, Kamen no Ninja Hanamaru), the Noid becomes a protagonist and is set to defend New York City from the evil Mr. Green, who is a green-wearing duplicate of the Noid.
On July 30th, 1989, a mentally ill man named Kenneth Lamar Noid believed that the Noid was a personal attack on him, and kidnapped two Domino’s employees, demanding $100,000 and forcing them to make him a pizza and a salad. After Kenneth was arrested, the police chief jokingly stated that he was "para-Noid". It was because of this incident that Domino's had stopped using the Noid in its advertisements.
- The Noid is an allegory for all of the challenges inherent in delivering a pizza within 30 minutes or less.