Doritos Runs Two ‘Crash the Super Bowl’ Winners

Things didn’t exactly go 100 percent according to plan for Doritos’ “Crash the Superbowl” competition this year. Newcastle stole some of the brand’s thunder with its mock-entry into the competition, while SumOfUs entered a parody exposing parent company PepsiCo for its role in deforestation due to palm oil harvesting. Nevertheless, the brand ran its top two entrees during the big game: “When Pigs Fly” and “Middle Seat.”

“When Pigs Fly,” brings a familiar blend of cutesiness and low-key humor. When a boy asks for Doritos and is told “when pigs fly,” he doesn’t take that as a straight no (and we’re guessing you can imagine where the idea leads). “Middle Seat,” meanwhile sees a man attempting to lure a woman to an adjacent seat with a bag of Doritos, until he changes his mind.

While neither spot breaks any new ground, “When Pigs Fly” is at least successful enough within the Super Bowl ad formula. “Middle Seat” borders on the offensive, but likely got chuckles from certain crowds anyway. It’s unclear what role, if any, Doritos agency of record GS&P had in bringing the entries to broadcast.

One of Doritos' Crash the Super Bowl Finalists Is Just Like This Award-Winning Ad From 2010

There’s nothing in the Doritos “Crash the Super Bowl” rules that says the consumer-made ads have to be good. But they do—according to the judging criteria—have to be original.

One of the 10 finalists unveiled today may have a bit of a problem in that department. That’s because the plot of Jason Johnson’s “Trouble in the Back Seat” is very similar to that of “Drama Queen,” a well-known ad from director Rogier Hesp (produced by TWBA/PHS Helsinki) that won the Young Director Award at Cannes in 2010.

In both ads, after parents get pulled over by the police, kids in the backseat hold up “Help!” signs, pretending they’ve been kidnapped. (In the Doritos ad, a brother and sister are mad at Dad for not handing over his chips. In Hesp’s spot, which advertised the Young Director Award itself, the girl in the backseat is simply “Born to create drama.”)

Adweek wrote about the “Drama Queen” ad when it was made, as did many of the ad blogs. The YouTube version has 4.5 million views. It’s not obscure.

See both ads below.

According to the “Crash the Super Bowl” rules, “originality and creativity” are supposed to count for 40 percent of the judging score. (“Adherence to the creative assignment” counts for 30 percent, and “Overall appeal to the general public as a Doritos Super Bowl ad” counts for 30 percent.) Doritos picked the 10 finalists, meaning the brand either didn’t know how similar “Trouble in the Back Seat” is to “Drama Queen”—or didn’t care.

It might be a coincidence. Johnson talks about his inspiration for the ad in the video below, and certainly doesn’t mention an industry-targeted Finnish spot from five years ago:

Still, it could be awkward for Doritos if one of its in-game spots is deemed to be a rip-off by ad people. And that could happen. Doritos will air two of the 10 finalists on the Super Bowl. The brand will pick one, but the other—the grand-prize winner—is meant to be selected by public vote.

Crash the Super Bowl tem 5 finalistas

Fevereiro está logo ali, e com ele está o XLVIII Super Bowl e seus comerciais milionários. Entre as marcas que tradicionalmente anunciam na grande final da NFL está Doritos, que permite que o próprio público crie e escolha os filmes que serão exibidos no espaço publicitário mais caro do mundo, dentro Crash The Super Bowl. Este ano, o concurso teve alcance mundial e já conta com seus 5 finalistas.

Até o dia 29 de janeiro, os fãs poderão votar nos dois melhores filmes, que farão parte da transmissão da Fox no dia 2 de fevereiro. Os diretores escolhidos farão parte da equipe de filmagem de Os Vingadores 2, e o criador do comercial mais votado receberá o grande prêmio de US$ 1 milhão.

Abaixo, os cinco finalistas:

Brainstorm9Post originalmente publicado no Brainstorm #9
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