DORITOS
DIRECTOR // COPYWRITER: BLAYZE TEICHER
RACING DAY
Sports and drag have so much in common: they're both highly competitive and all about performance. For the return of the Doritos Crash the Superbowl Challenge, I teamed up with Chrissy Mize to write a spot inspired by this undeniable crossover.
directed by: Blayze Teicher
copywriters: Blayze Teicher & Chrissy Mize
cinematography/Color: Nick DiLullo
editor: Carlie Craig
1st AD: Becky Abramowitz
executive producer: Like Fire Creative
starring: Vanity LaVain, Pink Pancake,
Thomas Wynn, Olivia Levine, Bronte Upshaw
Voice Over: Thomas Wynn
GET football fans
WHO love competition
TO root for drag queens
BY showcasing the same drama and competition found in traditional sports
The Challenge
You have less than three weeks to create a Doritos Super Bowl ad.
After 8 years, the legendary Doritos Crash the Super Bowl contest is returning! From 2007 to 2016, fans created unforgettable commercials and now Doritos is bringing it back, putting its brand back in the hands of its boldest fans and creatives.
The millions that watch the Super Bowl have one thing in common each year: they all think they can make better commercials than the advertisers. This year, Doritos is clapping back with a bold, yet simple challenge: Prove it! Get creative, go big, and show us what you’ve got!
The Strategic Approach
The mission was to highlight the transformational power that drag performance contains. We felt that giving an access to the fun, competitive nature of drag would build a cultural bridge to the unlikely audiences - especially a sports-centered crowd.
The Creative
“Racing Day”
Open on a city park track. Two DRAG QUEENS are dressed to the nines in full makeup and costumes.
Each queen stretches, heels and all.
The queens step up to the starting line and crouch down, just like sprinters do at a starting block.
VO: When the competition is fierce.
The ref starts the race by blowing a whistle. The race begins and the two queens are sprinting wildly down the track.
We shift to slow motion, watching them flail as they run. Each is desperate to win.
Onlookers watch on the sidelines in total shock and awe.
VO: You have to be bold.
The queens are neck and neck, and Queen #1 elbows Queen #2, setting her back a bit.
Queen #1 turns to see Queen 2 is close behind her. She quickly takes off a heel and throws it at her, to slow her down. Queen #2 gets hit and doubles over in pain. She tumbles to the ground.
Queen #1 receives her prizes and she’s gloating. She’s handed a flower bouquet, a crown, and…
CLOSE UP: a bag of Doritos.
We see Queen #2 still on the ground. She’s spent. But when she sees the Doritos, her expression turns to one of vengeance. She leaps up, snatches the Doritos out of Queen #1’s hand, and makes a run for it. Queen #1 drops her flowers and crown, and chases after her for the prized Doritos.
VO: Oh, they’re gonna drag this out.
End Card: For the bold / Doritos