Unveiling the Secrets Behind Doritos' Fan-Made Super Bowl Ads: What Works in Advertising?

The Return of Doritos' Fan-Made Competition

System1’s Andrew Tindall dives into the intriguing world of fan-made ads as Doritos revives its ‘Crash the Super Bowl’ competition. This initiative invites everyday creators to submit their commercials for the chance to have their work aired during the Super Bowl. With a $7 million prize for the winning ad and $1 million for the creator, the stakes are high!

The Mechanics of Effective Advertising

The success of this campaign hinges on a convergence of fans engaging with the brand, not just by watching the ads but also by voting and potentially creating their own. It raises the question: How does advertising really work?

Instead of employing seasoned professionals to craft a perfect ad, this competition seems to gamble on creativity, allowing the audience to dictate what resonates. However, it’s not merely a roll of the dice. Past iterations of this competition, running from 2007 to 2016, produced notable hits like ‘Goat 4 Sale’ and ‘House Rules’, hinting at a formula for success.

Key Insights from Advertising Research

The foundation of marketing effectiveness is built on research from pioneers like Andrew Ehrenberg and Byron Sharp. Here are some critical insights on why advertising works:

1. Reaching New Buyers: Advertising introduces your brand to new and light buyers, which is crucial since most spending comes from them.
2. Building Brand Recall: It creates memorable connections that make your brand top-of-mind during purchasing decisions.
3. Creating Recognition: Distinctive brand assets help your brand stand out in a crowded marketplace.
4. Influencing Brand Image: Effective advertising shapes how consumers perceive and choose your brand.
5. Counteracting Memory Decay: Continuous advertising refreshes these associations, preventing brand memory from fading.

The Science of Emotional Connection

To create lasting impressions, ads must tap into System 1 thinking—the subconscious, emotional response rather than rational thought. The current entries in Doritos’ competition must evoke emotions and tell a compelling story to succeed. The importance of ‘fame’ in advertising cannot be overstated; campaigns that generate buzz often yield better results.

The Final Three Contenders

The competition features three standout entries:

• ‘The Barbershop’ by Zach Shenouda and Ryan Robinson
• ‘Charades’ by Mark Blitch
• ‘Abduction’ by Dylan Bradshaw and Nate Norell

Each ad has shown promising levels of brand recognition and engagement, but ‘Abduction’ stands out in tests, leaving viewers pleasantly surprised and positively inclined towards the brand.

Conclusion

In a world where advertising landscapes are constantly shifting, Doritos’ fan-made ads represent a fascinating experiment in audience engagement and creativity. The question remains: will these ads cement Doritos' place in Super Bowl history, or will they fade into obscurity? Only time will tell!