From time to time, global companies issue a call asking to help refresh brands’ portfolios, services or develop new advertising pieces. What is it—an attempt to engage ambitious people and raise brand awareness or a move proceeding from lack of new ideas within the company’s creative team?
Doritos
The Doritos ‘Pug Attack’ user-created commercial about a dog which goes for chips scored the No.1 ranking in the 2011 USA TODAY Super Bowl Ad Meter rating, bringing its creator, JR Burningham, one million dollars as a prize from PepsiCo. This year’s top-five also includes by Bud Light ‘Dog Sitting’ ad (which received 8.5 Ad Meter Score just like the winning spot), Volkswagen’s little Darth Vader commercial, Doritos ‘House Sitting’ (created by Tynesha Williams, won $400,000) and Pepsi MAX ‘Love Hurts’ spots.
Frito-Lay North America’s Lay’s and Doritos launched a Black History Month Art Contest that asks consumers to submit an original piece of art online for a chance to win $5,000 and a gallery showing in their local community. The overall winner of the creative competition will be chosen in part by consumer voting.
Following a review of more than 5,600 creative submissions Doritos and Pepsi MAX revealed the names of the 10 finalists in the Crash the Super Bowl challenge. These 10 finalists will go on to compete to be one of six consumer-created ads—three for Doritos and three for Pepsi MAX—airing during the Super Bowl XLV broadcast, February 6, on FOX.
Doritos unveiled its highly anticipated collaboration with multi-award winning artist Rihanna. Through an augmented reality music experience that showcases the multiple facets of her personality and style, Doritos is debuting the special single, «Who’s That Chick?,» by David Guetta featuring Rihanna. To create a truly global scope, the experience at www.doritoslatenight.com also includes exclusive performances by a collection of additional recording artists from around the world.
Doritos Australia has eventually named the winner of its “Doritos Make an Ad, Make a Fortune” national contest, which started in May. For the second consecutive year, the brand in cooperation with the Sydney-based Clemenger BBDO agency was encouraging creative minds from all across the country to enter the competition and become rich by creating a funny 29-second ad about Doritos. This year’s winner, 21-year old Alex George, managed to win the heart of the judges and voters with his ‘Tasmanian’ commercial and received $30 as the prize for sharing a piece of his creativity with Australia.