A man named Noid, apparently annoyed by Domino’s Pizza’s “Avoid the Noid” ads, held two Domino’s employees at gunpoint for more than five hours before they escaped and he surrendered after ordering and eating a pizza, authorities said today.

Kenneth Lamar Noid, 22, told police he thinks Tom S. Monaghan, owner of the Detroit-based pizza chain and the Detroit Tigers baseball club, “comes in his apartment and looks around,” said Police Chief Reed Miller.

Investigators believe Noid was “having an ongoing feud in his mind with Monaghan about the ‘Noid’ commercials,” said detective Sgt. Mark Bender. “Apparently, he thinks they’re aimed at him.”