Description
Chosen as 1 of 6 finalists for the Doritos Crash the Super Bowl contest, this spot aired during Super Bowl XLV to an audience of 111M people.
Client
Frito-Lay
My Role
Director / Producer / Editor
Year
2011
Type of work
Broadcast Spot
challenge
Create a :30 commercial for Doritos or Pepsi Max that would beat out over 5,600 entries to become a finalist and possibly air in Super Bowl XLV.
CREATIVE DEVELOPMENT
The spot centered around a twenty-something protagonist with such a strong desire for Doritos that they're willing to suck the Doritos dust off of another person's finger.
For a concept like this, shock and laughter, not overwhelming disgust, was the goal. It required an actor that could bring a degree of quirk, empathy, and lightheartedness that would offset the gross-out factor.
The office setting was chosen for a few reasons, such as viewer familiarity for ease of exposition. But also because the impropriety of the action felt especially surprising in a corporate setting.
Also included was a surprise Doritos-dust moment that appeared after the lockup art card, helping provide an extra hit of memorability and branding.
Results
Not only did this spot beat out over 5,600 entries to become a finalist, it also was chosen as 1 of 3 Doritos spots to actually air in Super Bowl XLV that year, reaching an audience of over 111M.
In the years following, it was named in several lists for best or funniest Super Bowl commercials of all time.
In 2013, the actor that played the protagonist appeared alongside Boomer Esiason and Aisha Tyler in a CBS' Super Bowls Greatest Commercials to perform a finger-sucking skit prior to The Best Part appearing on their countdown.