The Noid was created as Domino's Pizza's animated mascot for television commercials in the late 1980s, a mischievous character whose whole job was trying to ruin pizzas before they reached customers. His catchphrase and laugh became instantly recognisable from those ads, which ran heavily on American TV and were later revived for nostalgia campaigns. Today the laugh circulates online as a short reaction clip, similar in spirit to the Woody Woodpecker laugh, used by editors who want an instantly recognisable villain chuckle without needing the original commercial context.