If you’re hosting a Super Bowl party this year, Tostitos is giving you the opportunity to invite your guests using your own Super Bowl ad. Well, sort of.
The chip brand has created a platform where you can input information about your party—your name, address, time it starts—then, via a digital invite creator, filters through classic Super Bowl ad tropes—talking baby, puppies, sassy older women, a celebrity pitchman (Alfonso Ribero)—to create a unique ad just for you.
“The Super Bowl is one of the biggest times of year when friends and family get together, so our idea was to enhance that experience for fans as much as possible,” said Pat O’Toole, senior director of marketing at Frito-Lay North America. “And where does the Super Bowl get-together start? It all starts with the invitation. Why not give everyone hosting a Super Bowl party the opportunity to create a Super Bowl-caliber ad to get people to attend?”
Using a digital approach to the Big Game, instead of a traditional television spot, made sense for the brand as it is looking to encourage consumers to have Super Bowl parties, according to O’Toole. “It was only natural to make this a digital program since that is where more and more consumers are creating their party invites,” said O’Toole.
The effort, from creative shop Goodby Silverstein & Partners, uses various Super Bowl ad tropes “to make the customized Tostitos ads really feel like an authentic Super Bowl ad,” said O’Toole.
“We wanted to include all the tropes that so many viewers look forward to seeing year over year,” O’Toole continued. “This makes the party invitation look, sound and feel just like a Super Bowl ad and offers hundreds of different combinations that personalizes it just for you. … The tropes are a fun, funny and engaging way to get people excited about Super Bowl parties, which is our goal as a brand.”
• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.
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