I’ve been watching the consumer-produced ads on the Doritos Crash the Super Bowl (CTSB) Web site, and they’ve given me several insights into how young people today differ from their parents. More than 1,900 Doritos ads were submitted for the CTSB promotion, and today, the five finalists were announced. Watching them makes me realize how much times have changed, and how much older I’m getting.
To start with, young people today are a lot more creative than when I was in college. The Internet and digital video technology have unleashed their creative juices. The ads are funny, sexy and clever in telling a 30-second story – often with a surprise ending.
The ads are also evidence of how much our society has evolved for the better. The ads reflect our multiculturalism and our appreciation for women in positions of leadership. Plus, there is not nearly as much “typical guy,” locker-room humor in the ads (you know, the good old days).
In part, the caliber of the Doritos ads is high because the stakes are so high -- the winning ad will run during the Super Bowl, and the creator can win $1 million if the ad places first in the USA Today Super Bowl Ad Meter. To place first, the Doritos ad would have to unseat Budweiser, which has a 10-year streak as No. 1.
In 2007, my wife, Janis, and I went to the Super Bowl in Miami as a part of the first Doritos CTSB promotion, We met the three consumer finalists competing to win a Super Bowl spot for their ads and watched as they waited in suspense all weekend, until the winning ad debuted during the big game “Live the Flavor” won the CTSB contest and ranked fourth on the Ad Meter. So placing first this year is a real possibility. Watch out, Bud!
Check out the Doritos ads on the CTSB Web site, vote for your favorite commercial, and let me know if you agree that the ads offer insights into today’s younger generation. I’ll be tuned in on Feb, 1 to see which finalist will take first place in the Doritos contest, and hopefully first on the Ad Meter as well.
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