My friend Kevin has been a finalist three times in the Doritos "Crash the Super Bowl" contest. Yes, he's created commercials three years in a row that have landed him in a skybox at the big game.
Kevin is the guy in the plaid shirt looking "director-ly"
Despite some great prior submissions (my favorite is "Office Break"), he hasn't won first prize (yet). So this year he embraced the old adage about babies and dogs being crowd-pleasers, and featured a flying baby in his submission. Here's this year's commercial:
[youtube width="399" height="233"]http://www.youtube.com/watch?v=4GIeIpcRv7o[/youtube]
(If you have trouble viewing this video, please click here.)
The baby is adorable (can't you picture a looped GIF?), the timing is funny, and the production quality is great. But as you know, in the social realm, quality isn't all that counts. So Kevin and his team have hit the Facebook pavement, and are asking friends to vote for their spot. Friends are asking friends, and the word is getting around.
Then this morning, I see it's gone to a new level. One of Kevin's friends created "Sling Baby, the game."
In the past week, between the five finalist commercials, the whole Doritos campaign has gotten about 120 thousand votes. The game has been played over 55 thousand times today. And it launched five hours ago! (Correction: over 57 thousand. 58. Sorry, it's going up every time I refresh the page.)
The game picks up the major themes in the commercial: the grandma launching the baby, the fun flying action, and the Doritos. It's also simple and really fun to play! Try it! You earn bonuses as you go, allowing the baby to go farther and farther. The goal is to hit 40,000 feet, where I suppose you get to grab the Doritos out of the bully's hands. But I've only reached 39,024 so far. (An accomplishment, by the way! I'm pretty proud of my "slinging" and "bouncing" skills.)
If a fan-made commercial has to be this creative to succeed, what does that require for an agency with a budget? The opportunities and expectations are increasing every year, for everyone.
*Any pro-Doritos statements are written for the pun-factor. I'm not pushing Doritos as a brand.
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