The National Cheese Institute Laureate Award gained national attention recently in a new Domino’s TV commercial titled “Reverse Logic – Oh Yes We Did.”

The ad features a cheese processing plant, a dairy farm and Mark Johnson, assistant director for the Center for Dairy Research at the University of Wisconsin-Madison, who is a past NCI Laureate winner. While Johnson holds the award, the narrator says, “And we got help from a cheese technologist and a National Cheese Institute Laureate award winner, which is really a thing.”

View the ad here.