DORITOS
ASK
Create a compelling pitch for a Doritos Super Bowl TV spot that maintains Doritos brand
SOLUTION
Our Solution for Doritos’ Super Bowl Spot
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Dad jokes come to life in a fun, unexpected way
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Opens with dad telling classic jokes:
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"Hi Hungry, I’m Dad"
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"This is Nacho Cheese"
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After eating a Dorito, joke transforms into reality:
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"Why don’t football players ever get hot? Because they have too many fans"
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Stadium of whirring fans, football players shivering with Cool Ranch Doritos
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Bold, playful, and perfectly captures Doritos’ wacky humor
WHAT I DID
My Role in Doritos Super Bowl Spot
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Responsible for strategy, insights, and consumer understanding
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Stayed true to Doritos' bold, wacky humor
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Led research:
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Reviewed past spots (e.g., Dynamita Super Bowl commercial)
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Analyzed target audience: Doritos consumers + Super Bowl viewers
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Found overlap with males in their mid-40s (dads)
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Insight: Dads love cheesy dad jokes + Doritos excels at wacky humor
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Idea Developed: “Nacho Cheesy Jokes”