Tuesday, January 5, 2010

Congratulations To The Doritos Finalists

But check our ad out, too

Here is our entry into the 2010 Crash the Superbowl contest. It wasn't one of the six finalists, but we're quite proud of it. Let us know what you think.

Late last year a small group of craftspeople took over a home in Dover to shoot a Doritos ad for the company’s annual “Crash the Superbowl” contest. We had looked at past finalists, and many other non-winning entries on YouTube, and knew that Doritos favored a kind of locker-room, male-based physical humor to their spots. This is not a criticism at all -- it plays right into the heart of the demographic watching football, and so it made sense.

It would have also been a smart move on our part to try to mine that vein: The six finalists all feature some of that knockabout, physical humor.

But we took a gentle approach, kind of whimsical, and also thought we’d try out a catch-phrase, “Dude, lid!” that we thought would be appealing. So we made the ad, posted it on the Doritos site, and hoped for the best. We knew, after the comments that were posted (only a few are from people who had anything to do with the making of the ad) and after showing it in public and private showings, that our ad seemed to appeal across all demographics – men, women, kids. We had very, very high hopes.

We learned today that we didn’t make the final top 6 finalists. They are all good ads. I can’t say they are better than ours –- they are certainly not technically better -– but they’re different and will play very well. Congratulations to all the people who created them.

We’re disappointed, but we know the game. But take a moment to watch our ad.

To the Doritos folks, we say: If you’re ever in the market to make an ad with a somewhat different take, please give us a call. We’d be thrilled.

We’d also like the local market in New Hampshire/Maine/Massachusetts that Roundtable Creative is now producing ads for broadcast and the web. Please e-mail us at mike@roundtablepictures.com for rates and availability.

In the meantime, buy Doritos. Great product. Great contest.

Here’s the link to our ad: