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Advertiser pulls commercials from MTV's 'Jersey Shore' reality series

By Christopher Rocchio, 12/07/2009 

Domino's Pizza has decided to avoid having its commercials air during MTV's new Jersey Shore reality series.

"One of the ads happened to show up and once we saw what the program was, we decided that the content wasn't in keeping with what we're all about," Domino's executive Tim McIntyre told on Friday following Jersey Shore's Thursday night premiere.

While Domino's had not specifically purchased Jersey Shore commercial space, it had purchased "run of schedule" commercial space that did not commit the ads to running during a specific program -- resulting in some commercials airing during the reality series, according to

"No advertiser has specifically pulled full sponsorship from the show," an MTV representative told in a Saturday statement.

"Domino's had indicated that they just did not want their run of schedule spots running during Jersey Shore, so they are not currently scheduled there."

Jersey Shore follows a group of young people -- who proudly call themselves "Guidos" -- as they live and work on the Garden State's shoreline.

Even before The Real World-like reality series premiered, UNICO -- the country's largest Italian-American service organization -- claimed the show's content is offensive to Italian-Americans and added it should be pulled from the air.

MTV subsequently defended Jersey Shore, stating it "continues MTV's history of documenting various subcultures, rites of passage of young people, and the ways they self-identify."

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