The Noid is an advertising character for Domino's Pizza created in the 1980s. Clad in a red, skin-tight, rabbit-eared body suit with a black N inscribed in a white circle on his chest, the Noid was a physical manifestation of all the challenges inherent in getting a pizza delivered in 30 minutes or less. Though persistent, his efforts were repeatedly thwarted.

-----------------------------------------------------------------------------------------------------------

On January 30, 1989, Kenneth Lamar Noid, a mentally ill man who thought the ad campaign was a personal attack on himself, entered a Domino's restaurant in Chamblee, Georgia. Armed with a .357 Magnum, Noid held two employees hostage for over five hours. After telling the employees that Domino's owner Tom Monaghan had stolen his name, he forced them to call Domino's headquarters and demand $100,000 and a white limousine as getaway transportation. After offering to exchange one hostage for a copy of The Widow's Son, Noid reneged on his offer when a police officer brought him the book. Noid eventually became hungry and forced the employees to make him two special pizzas. While Noid ate the pizzas with his gun in his lap, the hostages escaped. Noid surrendered to the police shortly after. Two shots were fired by Noid during the incident, and afterward Police Chief Reed Miller told reporters, "He's paranoid. . . . he is very irrational. He is very hard to talk to." 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. Noid spent time in a mental institution, but died by suicide on February 23, 1995. This incident has been insinuated to have caused Domino's Pizza to discontinue advertising using the Noid as their mascot, though this has been rejected by the company and advertisers.