Doritos reveals winner of DIY ad competition

by Staff, Brand Republic 13-Jun-08, 08:35

LONDON - Doritos has named 25-year-old Matt Bowron as the winner of its make-your-own-ad competition, with his winning entry 'Tribe' to be shown on ITV on the weekend.

The user generated content competition kicked off in March of this year when Doritos, along with Abbott Mead Vickers BBDO and OMD UK, launched a promotion called "You make it, we play it".

The brief given by Doritos was to create an ad that could be beamed to aliens and convey a sense of life on Earth.

Bowron's entry uses stop animation to show a packet of Doritos opening itself, with the corn chips dancing around a jar of Doritos salsa. They quickly return to the packet when they hear their owner coming back into the room.

'Tribe' will be aired on Sunday June 15 on ITV at 7.44pm in the ad break of the final Group B game of Euro 2008.

It is also being pulsed out over a six-hour period from high-powered radars at the EISCAT European space station in the Arctic Circle in a bid to reach the aliens for whom it was made.

Peter Charles, head of the Doritos Broadcast Project, said: "We are constantly looking to push the boundaries of advertising and this will go further than any brand has gone before.

"By broadcasting the winning ad to the Universe, Doritos is delivering a world first and Matt Bowron, the winner, will go down in advertising folklore.

"We also shouldn't be too surprised if the first aliens start arriving on planet Earth immediately demanding a bag of Doritos."

Another highly rated entry was called "Mexico in your mouth", showing a vintage arcade game cock-fight between a Mexican wrestler and a cock.

The competition was voted on by the public, with the other shortlisted entries available to view on Brand Republic.

Comments

Cheryl Chapman - 19/06/2008

Dorito’s ‘£6.50’ ad shows creativity is priceless You’ve got to hand it to Dorito’s – they’re enjoying a PR feast with their competition for user-generated ads. The winner, as you reported, (Cheap as Chips: Doritos makes TV ad for under £10, June 13) , was a gritty little piece of creative made for next to nothing apparently. It's a good ad, ands adds a bit of edge to the Doritos brand with its user-generated production qualities, and gives them the chance to dip into an aspirational mindset; you "get" the intellectual film references But, ignore the PR corn that this ad cost under a tenner. Though that’s technically ‘true’, it was the winning entry in a competition that would have cost considerably more than ten quid to set up. There were at least 900 entries. And a £20,000 top prize, won by two film students. What it demonstrates is that good advertising relies ultimately on a good idea – and that’s priceless. The big idea was the campaign – an online, user generated, pr generating idea that engaged the digital community and found its audience. But it cost considerably more than a tenner – developed as it was by ad agency Abbott Mead Vickers BBDO. What this campaign does proves is that agencies which can produce killer media-neutral ‘big ideas’ that get talked about, are worth their weight in gold – in our case, a DBA Effectiveness Gold awarded late last year for our Network Rail campaign. In fact the only thing that was cheap about this campaign was the publicity. Charlie Waterhouse Creative Director Aqueduct www.aque.co.uk