A guy walks into a party, bag of Doritos in hand. He pours them into a bowl and then proceeds to break the chips into smaller bits. Irritating habit? Nope, actually a good way to pick up hot babes.
At least that’s how things play out in a new Doritos spot, created by Toronto-based BBDO and set to air in January. The clever chap goes around matching portions of chips with those of attractive women. In the end, though, the joke’s on him, because a rather unattractive man shows up as he completes such a match with a woman – holding the third missing piece.
The tagline is ‘Doritos. Bold taste you can play with,’ and it’s all part of the brand’s new strategy of connecting with young adults without alienating its core teen demo.
According to Tony Matta, senior marketing manager for Doritos at Mississauga, Ont.-based Frito-Lay Canada, the idea of ‘Doritos play’ was born after the firm identified common traits between the two demos.
‘The consumer is outgoing, very social, loves to engage and has a pioneer spirit. Our advertising fell out of that, by [having characters] interact with the product in a playful way, and in playful situations.’
The ad is the second in a new campaign that is aimed at a bullseye target of 21 to 23. This is considered an aspirational age for both teens and older twentysomethings.
Client: Frito-Lay Canada
Agency: BBDO Toronto
VP, group creative director: Ian Mackellar
Copywriter: Jamie Marcovitch
Art director: Christina Yu
VP, group account director: Stephanie Nerlich
Account supervisor: Janette Thomas
