Superbowl commercials have become just as part of Superbowl tradition as the game itself. With this in mind, it is a no brainer as to why companies fight for slots to advertise their products for the Superbowl. During the 2011 Superbowl, Doritos decided to hold a contest. In this contest Doritos customers would make their own Doritos Superbowl commercial and the winner of the contest would have their commercial for Doritos shown during the Superbowl. This was a brilliant campaigning strategy, and I hope the person who came up with this idea received a fat bonus. Doritos decided to throw in on their costumers to come up with a great video to turn around make them money, and during this process gain new customers as well keeping existing ones. The videos themselves were well worth the 3 million dollars a pop (Pepsi paid for 7 in total). The return on their revenue sales increased by 16% (http://newsroom.ketchum.com/multimedia-center/videos/doritos-crashes-super-bowl). So it isn't even an argument whether or not the 21 million dollars spent on Superbowl ads was worth the money. Pepsi Co. got an impressive return on their campaigning investment. The ad that I will be discussing is one of those ads that was created by a Doritos costumer. According to businesspundit.com this commercial is the best Superbowl commercial for 2010. (http://www.businesspundit.com/best-superbowl-commercials-1979-2009/) There is a direct correlation between these Superbowl ads and increased revenue. For Doritos to take it a step further and let their customers compete to create the Superbowl, shows a great deal of marketing fortitude. If the commercials would of been a bust, Doritos would have taken the hit. It speaks volumes on the company.The commercials themselves were brilliant. They were modern, funny, and most importantly memorable. They left room for great discussion topics at the work coolers, the dinner tables, and in the school hallways. One of the finalist of the Doritos contest for the Superbowl ad is one of my favorite commercials of all time. This man walks up to a door, and this woman answers the door after he knocks. He is holding a bouquet of flowers so the audience presumes he is there to pick her up on their first date. As they are entering the house she tells him to have a seat and introduces him to her son. The son stays out of the sight until after the man sits down. As the woman walks away to change, the man watches her hips sway from side to side. He makes visibly noticeable acceptance gestures of the switch in her hips. The camera zooms in on a little hand holding a playstation three controller, and as he sees these gestures of approval, you see the little hand drop the controller. The camera then zooms in on a bowl of doritos. The man sits down on the couch and grabs a Dorito. He says to the little boy "you might have your hands full once I pick up the controller". As he draws the Dorito chip he picked up form the bowl closer to his mouth the little boy slaps the hell out of him. He tells him to put it back, then the camera zooms in on the little boy who is now face to face with the man, and he tells him to put it back, and to keep his hands off his momma and to keep his hands off his Doritos. The ad is about 34 seconds long, and like I said the place that I originally saw it was during the Superbowl of 2010.
The ad is using the plain-folks appeal in this ad. It speaks to the everyday person. There are a few things a stranger can not do in a mans domain (even if the man is a 6 year old boy). First off you never make it noticeable that you are sexually attracted to his momma, and secondly you don't sit on his couch and help yourself to his food... This also plays into the fact that this commercial uses the association principle. It depicts a real world situation, and it just seems so natural. Using the Superbowl for this commercial is by far the best medium for this message. During the 2010 Superbowl over 110 million different televisions tuned in to watch. That does not speak to the amount of people who saw this video.
This ad and all the new ads by Doritos is part of a larger campaign. It sets the tone for the reinvention of Doritos as modern, hip, and for the everyday use. The target audience of this campaign is for the common people, because it has comedic appeal it was most likely targeted for youth to middle age consumers.
This commercial is extremely memorable. I talked about this commercial for weeks after the Superbowl. The content of the video, and how funny, simple, and real it was made it the most memorable. I didn't feel like Doritos was trying to force their product down my throat. They know they have a great product, so they can get away with commercials like this. They don't need to sell their product, their product sells itself. Most times when I see a bag of Doritos I am reminded of this comical commercial as well as others by Doritos.
In conclusion, I think Doritos has their advertising strategies down pat right now. They are easy to decipher, digest, and are most importantly memorable. The profits speak for themselves, so it is easy to conclude that Doritos got this right. I learned through this assignment really how to pick apart an advertisement campaign, and really understand why they set up their ads the way they do.
Bellow are links for various website that discuss Superbowl advertising.
http://articles.nydailynews.com/2011-02-07/entertainment/29442196_1_ad-meter-bud-light-ad-favorite-ads
http://www.adweek.com/news/advertising-branding/crowdsourcing-creative-132858
http://hubpages.com/hub/Superbowl-commercials-profitable-memorable
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