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DORITOS
OBJECTIVE
Create a Super Bowl commercial for Doritos
IDEA
Our campaign taps into the cheesy nature of Nacho Cheese Doritos by bringing dad jokes to life in a fun, unexpected way. The spot opens with a dad cracking a classic dad jokes from “Hi Hungry” to “This is Nacho Cheese” to his son. After munching on a Dorito, the joke comes to life in an over-the-top, humorous way. “Why don’t football players ever get hot? Because they have too many fans” turns into a stadium filled with manual fans and ending with the football players shivering with their “Cool” Ranch Doritos.
EXPLANATION
When tasked with creating a Super Bowl commercial for Doritos, our team knew we had to preserve Doritos' bold, wacky humor. We reviewed past spots, such as the the Dynamita Super Bowl commercial, which iconically personified the flavors. We researched our target audience of Doritos consumer x Super Bowl viewers to see how we could readapt the personified flavor concept. There we saw an overlap of males in their mid-40s, which aligned with dads. What do dads love? Dad Jokes. What does Doritos do well? Wacky humor. Nacho Cheesy Jokes was born.
GROUP PROJECT:
ISABELLA ABOUHANA: Strategist; Copywriter
BRENNA ALDERMAN: CopywriterABIGAIL PATTERSON: Copywriter
LINK TO SCRIPT
LINK TO STORYBOARD
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