Mascot Sends Mentally Ill Man Over the Edge | Tales From the Bottle
This fast food mascot had an “unhinged” personality and an unfortunate name – which was too much for one mentally unwell man to handle.
“On January 30, 1989, Kenneth Lamar Noid, a mentally ill man who believed that the “Avoid the Noid” campaign was personally directed towards him and was antagonizing him, entered a Domino’s restaurant in Chamblee, Georgia. Armed with a .357 Magnum, Noid then held two employees hostage for over five hours.
After ranting to the employees that the then-owner of Domino’s, Tom Monaghan, was fraudulent and had stolen his name, he first forced them to call the Domino’s headquarters to demand $100,000 and a white limousine as getaway transportation for him. After offering to exchange a hostage for a copy of American postmodern author Robert Anton Wilson’s 1985 novel The Widow’s Son, Noid reneged on his offer when an officer brought him the book. Noid then became hungry and forced the captive employees to make him two 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, both of them hitting the ceiling.
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 subsequently spent time in a mental institution, but died by suicide on February 23, 1995. This incident was widely believed to have caused Domino’s Pizza to discontinue advertising using the Noid as their mascot, but this claim has been rejected by the company and their advertisers.”
More on Wikipedia:
https://en.wikipedia.org/wiki/The_Noid
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