Ad of the Day: Doritos

Is there any other product as invested in its own awesomeness as Doritos? I sure hope not, because that would probably result in some kind of world war. The brand's latest spot (from Goodby, Silverstein & Partners, not an amateur Super Bowl crasher) is quite good, with the same attitude that fueled Chuck Norris's surprisingly watchable political ads—which is to say, over-the-top toughness leavened with enough smarts to self-identify as ridiculous. Seriously, though, I remember when Doritos were capital-X eXtreme and its promotional materials were bold enough to suggest you might not be able to handle the mounds of tangy orange cheezoid powder substance with which they had been electroplated. In strict medical terms, that might not have been a totally unreasonable assertion. Now, in honor of new, extra-large Doritos Jacked chip (they're 40 percent larger and 40 percent thicker than regular Doritos), we have … let's call it a touch of Evel, with a monster truck piloted by a guy in a flame-stenciled helmet leaping two and a half more school buses than Mr. Knievel to demonstrate the extremity of this tortilla chip's wattage. This is funny, but it's the look of terror on the faces of the customers in the china shop as the truck bears down on its plate-glass windows that really makes this ad work for me. The rest is gravy. Also fireworks. The direction is solid, as is the casting, and of course the copywriting is great, with the narrator providing the hyperbole as the director breaks the china plates. (The tagline is "Tastes like awesome feels.") The only question is: Where can Doritos go from here, after getting eXtreme and then Jacked and 3-D and even tasting like quest? I'm guessing we'll see Doritos Badass, Doritos Too Cool Even for You, and Doritos Go to Hell, Old Man. CREDITS Client – Frito-Lay Ann Mukherjee – Senior Vice President and Chief Marketing Officer Ram Krishnan – Vice President of Marketing, Global Brands Jeff Klein – Brand Team Senior Director Jared Drinkwater – Brand Team Director Carol Pock – Production Supervisor Agency – Goodby, Silverstein & Partners ECD/Associate Partner – Rick Condos Associate Creative Director – Erik Fahrenkopf Associate Creative Director – Anthony DeCarolis Writer – Jon Kallus Art Director – Nicolas Randall Director of Production/ Associate Partner – Cindy Fluitt Executive Producer – Hilary Coate Producer – Sara Krider Account Director – Michael Crain Assistant Account Manager – Sharon Byer Assistant Account Manager – Kyle Walsh Operations Director – Neil Maciejewski Business Affairs Manager – Ken Rongey/Karen Keoleian Production Company – Biscuit Filmworks Director – Tim Godsall Managing Director – Shawn Lacy Executive Producer – Holly Vega Line Producer – Kathy Rhodes Director of Photography: Jeff Cutter Production Designer: Brock Houghton Editorial Company – Arcade Editor – Stewart Reeves Executive Producer – Deanne Mehling Producer – Kirsten Thon– Webb Assistant Editor – Luke McIntosh Telecine – Company 3 Colorist – Sean Coleman Executive Producer – Rhubie Jonanov Producer – Matt Moran Music License – Extreme Production Music Post Production/VFX Company – Method Studios VP of Production – Gabby Gourrier EP – Stephanie Gilgar VFX Producer – Darcie Muangman/ Pip Malone VFX Coordinator – Anastasia von Rahl VFX Supervisor – Sean Faden Compositor – Toby Brockhurst, Noah Caddis, Jay Hawkins CG – Todd Herman, Alejandro De La Garza, David Lo, Luis Rodriguez Matte Painting – Amy Paskow and Zach Christian Paint – Jay Shindell Roto – Mark Duckworth, Frida Sahono– Joswik Sound Design Company – Henryboy Sound Designer – Bill Chesley Producer – Kate Gibson Recording Studio – Lime Studios Mixer – Loren Silber

Brand Marketing

Ad of the Day: Doritos

The brand gets all Evel Knievel with its explosive spot for new Jacked chips

Sam Thielman

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Sam Thielman