I’m posting the links to the last ten finalists in Doritos Crash The Superbowl commercial contest. I wish we had assembled our peer review community before producing our commercials this year. In this way, we could have had one more tool to use preparatory to embarking on our pre-production.
With every brand comes a unique tradition of branding. Your execution of the ‘branding assignment’ dictates whether or not your commercial will be used. I have heard many comments in the gallery about how this spot is better than that spot etc. etc.. Look people, it is not always about the spot you like the most, or the one you feel is ‘funniest ‘.
What is very often lost on the video submitter to this contest is the need to ‘brand’. I have seen commercials here that could run on any given night as a slick Saturday Night Live bit, but would never work as a Doritos commercial. These brands are highly sensitive to the reactions of their paying customers. It is why you often see awful commercials on TV. They are not meant to ‘entertain’ everyone. They are meant primarily to ‘compel the target demographic ‘. If you find yourself really disliking a particular personal healthcare commercial it may be the result of not being old enough to appreciate hemorrhoid cream.
For Doritos the target demographic is the 16-24 age range. Aside from the requisite branding nuances, the entertainment (humor) must appeal to that age range. It is why last years Herbert Brother’s, smashing of the office vending machine glass and whacking the testicle sack of the boss worked so well.
I want to talk about the Herbert Brother’s spot a little bit more. Not only is the breaking of the glass and the nut sack hit comedy gold, but let’s see why it was strong enough to beat all SuperBowl commercials and get the number one ranking. Remember, the USA Today ad meter joysticks were in the hands of people outside the 16-24 demographic. Why did this spot win EVERYTHING?
When the smartly dressed, apparently obedient employee loses it, and smashes the glass of the vending machine, it is a release of the rage against the machine. This rage/oppression is something ‘everyone’ can relate to….not just 16-24 year olds. When the boss get’s hit in the family jewels it is funny for the 16-24 year olds coz they just love that stuff no matter who is getting whacked. The reason why it worked for the rest of the USA Today pollsters, is because it was ‘the boss‘ getting whacked. If you think these elements where just a fortunate accident, then you don’t know the Herbert Brothers. The Herbert Brothers effectively hit 6 or 7 birds with one stone….er…snow globe.
Okay I’m almost done. Check out these ten commercials, analyze them, pick them apart. Try to identify not only why they hit the target demographic, but also why they appealed to the 35 year old Doritos judge, coz this is what will get you into the top 20 or 30 that will allow you to even have a chance at getting your spot tested by the market panels that Doritos will put these in front of. Doritos knows that these spots have to have a wider appeal than just their own demographic if they want to beat all of the other SuperBowl competition, and they are going to try to do it. By virtue of the 2009 superbowl results, they have set their own bar insanely high. Now I hope you understand some of the thought process that went into the VCK’s ‘best of‘ list.
Without further ado, here are the the top ten finalists to date for the CTSB. Enjoy them, they represent the best of your peer group.
NOTE: The top five commercials have aired during the SuperBowl. All ten aired nationally. Their USA Today Ad Meter ranking, and producer info is included in the caption. If anyone is curious to see how all of the spots measure up during any given SuperBowl year, HIT THIS LINK.