Doritos advertisement executives should be smiling after this finalist commercial aired on television as part of the Dorito’s Crash the Super Bowl contest. It would be hard to distinguish this commercial from one dreamed up in the executive boardroom.
One of the points that the Doritos: Crash the Super Bowl commercial makes loud and clear, is that good commercials do not always need a large production budget to succeed. This commercial relies on some of the earlier advertising approaches, often seen in catchy commercials from the 1970’s and 80’s. If you can sell the product with catch phrases and humorous incidents, you have a commercial that people will understand.
The commercial uses a series of descriptor words for Doritos by comparing the words with an action. The male actor in the movie resembles the “average Joe” type guy in one of the American Pie movies, or a classic 80’s teen comedy. At the beginning of the commercial, the Dorito guy is seen driving along in his car with a bag of Doritos in his hand. He happens to glance out the window to see a young woman walking along with her own bag of Doritos. The Doritos theme is strong in this commercial, and bags of Doritos are shown for quick second flashes from beginning to end.
When the Dorito guy locks eyes with the woman walking with a bag of Doritos, a screen flashes with the descriptive word, “Spicy,” giving both the young woman and the Doritos that intended label.
When the woman looks back at Dorito guy, he smiles broadly, making a “Cheesy” screen suddenly appear. When his “cheesy” grin and wandering mind distract him a little too long, Dorito guy crashes the car.
A “Crunchy” screen appears when the air bag inflates in the car. The camera then shows the young woman with a look of concern on her face as she starts to run toward the car. The screen flashes the word, “Bold,” framing the image of her bold run to rescue the Dorito guy, as well as identifying another positive characteristic of Doritos.
Near the end of the run to the car, a screen flashes the question, “Smooth?” A sudden kerplunk and the running woman takes a dive into the car door with her head. Maybe not so smooth after all. This was a funny scene, though the actress obviously took a major (planned) fall. It was one of those surprise scenes that sneak up on you in some of the better commercials.
The ending features the phrase, “live the flavor,” and an advertisement for the website, StrongSnackProductions.com is featured. The Doritos Crash the Super Bowl contest finalist commercial is one of those commercials that does a good job of advertising the product, while keeping your attention focused on the moving storyline.
When the commercial ended, I did begin to crave a bag of spicy, cheesy, crunchy, and bold Doritos.