JJ Vincent is convinced that this could have been the boldest ad of the
year ever. What do you think?
Super Bowl ads are supposed to be big and bold. They are supposed to make you talk. Some of them will make you shake your head and wonder, “What were they thinking?” Some of them will have you talking about them years later.
And then there is this gem, which was submitted to be part of the big game.
It’s bold for a few reasons.
1. It follows AND defies all rules of How to Sell Snack Foods to Men by having babes in bikinis, manly tattoed hunks, prominently placed Bold Packaging, and a short, chubby, effeminate man as the centerpiece.
2. It features a gay (yes, Leslie Jordan is, and very outly so) man selling a Manly Product. There are no rainbows, unicorns, or anything else even slightly girly. This is straight-up Manly Food.
3. That man is short, pale, white-haired, chubby, and nervous.
4. That man dances boldy, with the help of Doritos.
5. With the power of more Doritos, he gets drop-trou-and-dance bold.
So let’s recap. Ad for salty, spicy, hot, bold snack chip features 4’11” tall roundy gay man dancing to sell product, surrounded by the usual suspects.
The brothers who created this submitted it to the Doritos Crash the Super Bowl Contest. It did not make the semi-final cut, but that doesn’t mean it wasn’t good.
It’s flown around the internet like wild fire. It’s started conversations about everything from gay stereotypes to bullying to the nature of these contests. It was among the highest-rated submissions.
And even if it’s not in the Big Game, it shows that a little bit of “thinking outside the box” can go a long way.