While reading this article, keep one thing in mind : I love Doritos. I’ve tried every flavor and incarnation of the famous powdered triangles since the 1980’s. While traveling, I try every international variation I can get my cheese-stained fingers on from Berlin to Sydney to Tokyo. Knowing this, you’re sure to be heartbroken to learn that I did not win this years Doritos ‘Crash the Superbowl’ contest.
I’m well aware that loving the product is rarely a prerequisite for making a good commercial. Hell, who really loves Old Spice deodorant? I mean, sure, I’m wearing Old Spice ‘Swagger’ right now and would kill to direct an Old Spice commercial, but that’s beside the point. The point is, as the great Rosie Perez once said in the classic film White Men Can’t Jump, “You can put a cat in the oven, but that don’t make it a biscuit." Wait, that was Wesley Snipes. Rosie said, “Sometimes when you lose, you really win." I’m here to tell you that Rosie Perez is right!
In making this contest loser, I won by gaining valuable experience working with industry veterans. The DP, Randy Arnold, shot a few episodes of AMC’s The Walking Dead last season. Win! I worked alongside a group of ad agency pros from Tierney. Win! The producer, Pete Keenan, has been working on national spots for 30 years. Win! The spot was edited and finished at Optimus in Chicago. Win! I even worked with FX artist and prop-maker Robert Devine, who agreed to make a comically large cheese-encrusted hand for our spot. Win!
The answer to the title of this story is simple. Neglect to put adorable animals and/or cute kids in your contest entry, that’s how you lose. But really, that’s what a sore loser would say. In all honesty, if you come away richer for the experience and have a killer spot on your reel, you didn’t lose. You just put a cat in the oven and made a biscuit. Take that, Wesley Snipes!
Man, that million dollars would have been awesome though.
“Client” : Doritos
Cast : Andy Mullins, Winston Story, Audia Tulloch & Michael Sun Lee
Directors : Justin Lee & Matt Thiesen
Writer : Tom McDonough
Producer : Peter Keenan
DP : Randy Arnold
Agency : Tierney
CCO : Patrick Hardy
CD's : Teri Gerbec & Tom McDonough
Agency Producer : Tom Adjemian
Editor : Craig Lewandowski
Post : Optimus
Executive Producers : Blair Stribley & Peg Finucan
Production Supervisor : Stephanie Marshall
Production Designer : Greg Jackson
Special Thanks : The Crew, Dawn Harvey, Emily Malito, Alex Drummond, Chris Zander.