So I saw the ads yesterday during the Superbowl. And as you night have guessed, I was elated to see “Man’s Best Friend“, not only winning the Doritos vote, but scoring the number one spot on the USA Today Ad Meter. $1,000,000.00 to Jonathan Friedman. Boo-freagin’-yawwwhhh!!!!
When “Man’s Best Friend“, made His Highness’ top five list month’s ago, I’ll admit the selection was with some reservation. I just plain loved it, but it didn’t quite fit the mold of what Doritos had selected in the past. As a result, and despite my appreciation for it’s brilliance, I almost left it off the list. After all, it flew in the face of the frequent advice I had given inquiring creatives regarding base content. Ultimately, I couldn’t deny it’s strength from a pure advertising perspective (for the brand), as well as for the Ad Meter folks. It was in my estimation, the strongest submission to the contest and why it continued to stay in the top five no matter how the hierarchy of the list morphed. In the end it’s nice to be able to say: “Damn, it feels good to be so right!”
Funny, but I also found myself not minding being marginally wrong about the type of content Doritos is willing to choose for the CTSB. It used to be if there weren’t visible carnage inflicted to the human male scrotal area, a submission had no chance of registering with Doritos. Not only was “Man’s Best Friend” non-carnage content, it was pleasantly more cerebral than normal, requiring the viewer to do a little work, and actually follow the storyline to get the humor. Wonderfully subtle sight gags with little to no dialogue. Bravo Mr. Friedman. The larger implication here is that Doritos just might be open to a wider range of content ideas moving forward should they continue with the CTSB.
FOR THE NAYSAYERS:
I remember years ago when I was a babe in the young woods of what is today’s video contest world. Every time I lost a contest I was sure the brand or marketing firm holding the contest were either evil, or just had very poor taste. While some contests are certainly run in devilish fashion, brands do occasionally run contests for the purpose of using it’s content for legit advertising (Doritos). Yeah, brands like Doritos tend to know exactly what they are doing and what they are going for, when they select representative content. No one knows the tradition and ambition of a brand, better than the brand itself, as a general rule.
It was amusing to witness everyone dissing Doritos for their CTSB picks this year (something I have also been guilty of in year’s past). Equally amusing was watching Doritos nab THREE TIMES IN THE LAST FOUR YEARS, the #1 spot on the USA Today Ad Meter (USATAM). Can you say, “Duh”!!!!
After yesterday, anyone who still thinks they know better than Doritos, how to pick a winner, needs to re-think how they process thought, since similar logic might also be affecting the balance of decision-making in their lives.
Whatever particular CTSB submissions made us (as individuals) laugh out loud, hold our stomaches, call our Mommies, fist pump our buddies, turn green with envy, etc. etc., is purely a matter of subjective opinion. The CTSB submissions chosen by Doritos, on the other hand, were a matter of calculated brilliance. We in the freelance community should be nothing but grateful for Doritos’ collateral accomplishment of drawing attention to themselves, and simultaneously showcasing to the world what we independent creatives are capable of on the biggest stage the advertising world has to offer.
Doritos CTSB Runners-up:
Too bad “Sling Baby” didn’t score higher than 4th in the USATAM. It would have been awesome for a fellow creative to get $400,00.00 or $600,000.00 for either a 2nd or 3rd place finish courtesy of the Snack Strong bank account. Still, notwithstanding the missed payday, it is a remarkable accomplishment for Kevin Wilson and Doritos. Doritos basically owns the Ad Meter. I’d also be curious to know how “Bird Of Prey” would have fared with USATAM. Thereto, Joby Harris did an awesome job with special effects and stunt work.
The PopTent Factor:
Though not in the top 5, it should be noted that PopTent.net scored in a big way by taking slot #13 in the USATAM, with their Dannon Greek Yogurt spot. Congratulations Remy Neymarc (director of the PopTent sponsored spot). Not shabby for an ongoing crowd sourcing portal with about .00001% the marketing budget of a SNACK STRONG marketing megalith. When you add in that Poptent.net provides ongoing production opportunities for we creatives year round (not just during a single annual football game), the implications should excite us all. If the brands were watching, and there’s little doubt they were, it should eventually translate into an increase of freelance production opportunities for we creatives from Poptent and from crowd-sourcing portals in general.
Similar to the year I was a finalist (2007), Doritos broadcast only two spots during the SuperBowl this year. I and two other creative teams (The Herbert Brothers – Duct Tape and Billy Federighi’s – Mouse Trap) remained un-broadcast that inaugural year. Trust me when I share, it doesn’t feel very good to have gone through the Doritos contest campaign whirlwind only to come up short. I have this to offer the creators of the three spots that didn’t air this year: Though not getting air-time back in 2007, Billy Federighi’s and Brett Snyder’s submission of ’Mouse Trap’ would go on to air during the 2008 Superbowl, a non-CTSB Commercial contest year….because Snack Strong could… And The Herbert Brothers would go on to be the first Doritos commercial to nab the #1 USATAM slot winning them a cool $1,000,000.00 in 2009. I don’t have all of the particulars in front of me but I think a few of this year’s finalists have already enjoyed some of the ‘repeat success’ phenomena which seems to manifests itself with the CTSB when the talent is undeniable.
Well, I’ll summate by concluding that IMO this year’s Crash was nothing short of an overwhelming success. I hope that Doritos got whatever paydays they were targeting, enough to justify running the contest again next year. It is just plain good for everyone.