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Frito-Lay brand Doritos just launched a comedic spot starring players from the Super Bowl 58 champion Kansas City Chiefs.
Marking the first "Crash the Super Bowl" campaign in a decade, the new commercial sees the snack giant presenting its list of finalists to team mascot KC Wolf and the some of its players, including:
- Patrick Mahomes
- Chris Jones
- Creed Humphrey
- Xavier Worthy
After narrowing down thousands of entries, PepsiCo and Frito-Lay have come down to three contenders, with only one getting a shot at crashing Doritos' Big Game ad and winning a million dollars.
"Abduction" sees a man struggling to keep his bag of Doritos from being abducted by persistent extraterrestrial beings.
In the end, the bag catapults onto the UFO, which leads the man and the alien behind the spacecraft to sit down and bond over the snack.
"The Barbershop" sees a customer tempted to lick the Dorito dust off his barber's fingers.
Caving in, the man gets kicked out of the shop with half a haircut and an opened bag of Doritos.
The third finalist, "Charades," tells the story of a couple playing the guessing game, with the woman pointing at a door, eating, and pointing at her toes to hint at "Doritos."
After a series of efforts from the woman, the man fails to make a correct guess, answering "chip."
Fans can vote for their top pick among the three contenders at DoritosCrash.com, today until January 28, with the winner to be announced on February 3.
PepsiCo Food North America SVP of Marketing Tina Mahal shared her thoughts behind the campaign, saying Crash the Super Bowl's legacy "has always been about Doritos being fans of its fans."
"These three final commercials remind us that when a brand puts the fate of its biggest advertising moment of the year in the fans’ hands, incredible moments can happen," she added.
By allowing its fanbase to create topnotch ads for a spot at the Big Game, Doritos' brand marketing strategy not only ramps up engagement for the brand but also gives fans something to look forward to.
The Focus Group
The one-minute spot kickstarts in the boardroom, where a woman gathers Mahomes, Jones, Humphrey, Worthy, and KC Wolf to view the top three entries for Crash the Super Bowl.
After watching the three ads, each of them shares their thoughts.
"Personally, I like the one with the chip," Humphrey cluelessly tells the group, even if all the spots are about Doritos.
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Additionally, everyone finds the ads "very cheesy."
"I felt like the acting was great, honestly. And as an actor, like you said, I feel like I'm a really good evaluator of talent," Mahomes adds.
Jones then expresses that he wished Mahomes was in one of the ads, saying it's kind of weird to see a commercial without the star in it.
The spot ends with the moderator asking KC Wolf for his thoughts, as the screen invites viewers to vote for their favorite commercial.
Doritos first revealed the top 25 finalists of Crash the Super Bowl earlier this month, praising the entries for their creativity.
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