In 1989, when Domino's Pizza's "Avoid the Noid" advertising campaign was at the height of its popularity, a 22-year-old schizophrenic in Georgia named Kenneth Noid believed the commercials directly targeted him. In retaliation, he kidnapped two Domino's employees and held them hostage. He forced them to make him a pizza, then demanded $100,000, a getaway car, and the Robert Anton Wilson novel The Widow's Son. They escaped. He turned himself in to the police.