The Noid infected pop culture so much in the ‘80s that he crossed into the realm of t-shirts, toys, and video games. But he mercifully disappeared from our TV screens by the '90s, not because the ads weren’t selling pizzas, but because of the kind of public relations nightmare that only a mentally ill gunman could create.
In January 1989, a man carrying a .357 Magnum revolver broke into an Atlanta Domino’s restaurant and held two employees hostage for five hours.
Eventually, the hostages escaped and the man was apprehended. His name? Kenneth Lamar Noid.
That was no coincidence. Kenneth Noid had been suffering from a dark carnival of brain problems that led him to believe that the bombardment of TV commercials inviting pizza fans to “avoid the Noid” were making fun of him, personally. The advertising campaign drove his psychosis to the point that he believed the Domino’s Pizza Illuminati were breaking into his apartment while he was away to monitor him.