In its new campaign, Domino’s ‘fesses up to having served “crust like cardboard” and “sauce like ketchup” for years. Then it asks pizza lovers to forgive, forget, and try its new recipe.

“By doing that they are basically saying, ‘We’ve been shoveling you crap for years and now we want you to trust us,’” says Kelly O’Keefe, managing director of the Brand Center at Virginia Commonwealth University, in an Associated Press story.

Or like your partner saying, “I cheated on you, but now I’d like to try to make it work.”

Could other brands benefit from this confessional approach? These, for example?

GM: “When we heard that what you really want are well-designed, fuel-efficient cars that are affordable and fun to drive … well, frankly, it was hard to face. But now, after working night and day, we’ve changed everything. We think you’re going to be surprised.”

American Airlines: “We’ve made you wait in long lines, pay for your luggage, sit on the tarmac for hours, and miss your connecting flights. But learning how you felt about it hit us right in the heart. Now, we’ve completely reinvented ourselves. It’s what being great is all about.”

Budweiser: “As you have switched your taste preference to microbrews and imports, we have had to accept the criticism that our beer is watery and flavorless. Even after brewing it that way for generations, there comes a time when you have to step up, face reality, and make a change. That’s what we did. We can’t wait for your reaction to our new flavorful beer.”

NFL: “You told us our athletes play like they don’t care. Let’s face it — they’re spoiled. We pay them too much money and they spend it all on drugs, sex, and toys. That’s why we’ve decided to go back to the basics and air high school games instead. Unpaid players playing solely for the love of the sport –  you won’t believe the difference! It’ll put excitement back into the game. Check it out this Friday night!”

Which other brands should ask you for a second chance?