Doritos

The Brief:

“To create a 29 second TV advert that raises Doritos’ brand awareness in young people by pure entertainment.

What should my Doritos ad be about? – We can’t give you an idea for your ad. Sorry about that

But we can give you an idea of what Doritos stands for as a brand. We’re all about getting it started. Sharing. Good times. Having a laugh. Irreverence. Think big, bold, flavours that are packed with crunch.

We’re looking for an ad that entertains your mates as much as it does you. One you’re proud to share. One that makes all the contestants wish they’d done it themselves. One that is undeniably cool.

Be creative and original with your entry. Seriously. What will make Doritos stand out from all the other boring ads that young, social people are bombarded with on TV? Is there a clever new way to talk about Doritos, or one of our flavours? An inspired endline, maybe. A genius gag, possibly. It’s entirely up to you.

Now, get to work.”

The Response

Me and two friends got together and wrote a ridiculous song. Why not?

Due to time and money restraints we felt the best way to make a video for the song was to act out these lyrics.

To illustrate the list of flavours in the first half of the song, we took inspiration from the floating head in Red Dwarf. We cut head and hand holes in a black sheet and caught falling Doritos in time to the music.

For the ‘smother in dip, cover with cheese’ scene, we wanted to film the three of us dressed up as a Dorito, some dip and some cheese, and jumping into a giant oven. However, the logistics of constructing a giant oven were too tough in the given time scale. Instead, we had to show a real life packet of Doritos being prepped for the oven.

Just after the line ‘make a ballad and sing’ the word ‘Doritos’ is sung again, however it is cut short by an explosion, possibly from the oven, which takes us back to the giant Dorito, who suggests that you ‘go on’, and ‘Give yourself’ …some Doritos.

I’m the one in the middle, and the Dorito…Enjoy.

Yes I am aware that this is ridiculous. That was sort of the point. There are many ways to get people’s attention, and if you are talking about late teens and early twenty year olds, being ridiculous is up there with free food and time off work.

Evaluation

Overall we were very content with the final edit of the advert.

We didn’t win the King of Ads competition, and were very disappointed. However, we have rarely taken our ideas further than a storyboard, and this experience was a great learning curve for us. The time management required to prepare and shoot the video was far greater than expected. Certain props were hard to come by, filming equipment wasn’t as readily available as we would have like and the venue we used closed early!

I have taken away valuable lessons from this project. It was a joy to direct the advert from the storyboard to the screen, and see our ridiculous ideas come to life.

Much love for Jack Lilley from Sealegs for all the help with filming.