The Noid is a villainous mascot of Domino’s Pizza. He is a humanoid claymation creature in a red jumpsuit with an “N” on the chest and rabbit-like ears. The Noid’s mission is to ruin pizza, but he is never able to successfully do this to Domino’s.

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 (some of which are armed with heat-seeking or pizza-seeking missiles, or water balloons). The common version is version 1.0 and has CGA graphics and PC speaker sound effects, although version 1.1 also exists which added support for EGA graphics and Adlib music. In 1990, Capcom released a different video game, Yo! Noid, for the NES.

The commercials were very successful, and the character became something of a cultural icon; he starred in two video games, “Avoid the Noid” and “Yo Noid” on the NES. The Noid also made a cameo in Michael Jackson’s movie “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 killed.

In 1989, an insane man named Kenneth Lamar Noid believed the Noid was based on him, and kidnapped two Domino’s employees, demanding $100,000 and forcing them to make him a pizza. After he was arrested, the police chief stated that he was “paranoid”.