The Competition Brief:
The competition is simple. We want you to make a 29 second TV advert for Doritos and upload it to our website. We can’t help you with your idea. Sorry about that.
But we can give you an idea of what Doritos stands for as a brand. We’re all about getting it started. Sharing. Good times. Having a laugh. Think big, bold, flavours that are packed with crunch.
We’re looking for an ad that entertains your mates as much as it does you. One you’re proud to share. One that makes all the other contestants wish they’d done it themselves. One that is undeniably cool.
Be creative and original with your entry. Seriously. What will make Doritos stand out from all the other boring ads on TV? Is there a clever new way to talk about Doritos, or one of our flavours? An inspired endline, maybe. A genius gag, possibly. It’s entirely up to you.
Now, get to work.
The brief states that Dorito are looking for its fans to create the next commercial. It HAS to be 29 seconds long, with an original idea. They want it to be big and bold, like its flavours and branding already are. They want it to contain humour, a sense of sharing and people enjoying themselves. Ultimately, they want Doritos to connote good times in the advert; so that people will buy them thinking it will make them cheerier. They want the advert for the crisps to stand out as much as they do when on the shelf in the shop, with their bright colours against the usual reds and greens for other brands. The brand wants you to create an advert that is ‘cool’ and like nothing else seen on television, they want to be unlike anything else on the market, to help them stand out and make people think they are being individual buying these crisps. Creativity and originality are important to the company, as they do not want to be compared to something else already on the market. They want the creator of the advert to think about what they could do with each of the flavours; for example, each one could have a storyline and personality or something similar to keep viewers entertained and want to buy the crisps. They are allowing people complete creative control over the advert, meaning that the visual, audio and everything to do with the advert are totally in your hands, they just want the following points to be implicit:
· Be creative and original
· Clever storyline
· Something different
· 29 seconds long
Ultimately, as long as the storyline is quirky, original and imaginative, like nothing else on the market and 29 seconds long, they are giving the competition entries complete creative control.
The company that issued the brief, Dorito, are a well-known crisp brand, popular with people all over the world. Dorito's primary target audience are 18-34 year olds, and they had previously issued another brief stating that they know their fan base are heavily interested in video games. This means that Dorito want to market their crisps so they appeal to a younger generation, therefore allowing them to advertise or work with new video games or companies, to sell their product. They want to keep their audience interested, as they want their target audience to remain in the 18-34 catergory. From knowing what I know about the Dorito company, and their target audience, I would respond to the brief by creating an advert for the crisps that is new, something that hasn't been done before, and something that is eye-catching. The advertisement would have to keep the young generation engaged, and entice them into buying the crisps. I would take my research further and look into the secondary audience for the crisps, to see if I can make the brand appeal to a wider audience. Another way to find out who I should aim the advert at and the content of it, would be to look at similar brands, the competition- how well do their products sell and what are their adverts like? This would give me an idea how to make Doritos even more appealing than the other brands and make sure it doesn't just target the 18-34 year old audience, but younger and older people too. I would ensure that I have researched the customer thoroughly before making any final decisions, aswell as making sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.
The company that issued the brief, Dorito, are a well-known crisp brand, popular with people all over the world. Dorito's primary target audience are 18-34 year olds, and they had previously issued another brief stating that they know their fan base are heavily interested in video games. This means that Dorito want to market their crisps so they appeal to a younger generation, therefore allowing them to advertise or work with new video games or companies, to sell their product. They want to keep their audience interested, as they want their target audience to remain in the 18-34 catergory. From knowing what I know about the Dorito company, and their target audience, I would respond to the brief by creating an advert for the crisps that is new, something that hasn't been done before, and something that is eye-catching. The advertisement would have to keep the young generation engaged, and entice them into buying the crisps. I would take my research further and look into the secondary audience for the crisps, to see if I can make the brand appeal to a wider audience. Another way to find out who I should aim the advert at and the content of it, would be to look at similar brands, the competition- how well do their products sell and what are their adverts like? This would give me an idea how to make Doritos even more appealing than the other brands and make sure it doesn't just target the 18-34 year old audience, but younger and older people too. I would ensure that I have researched the customer thoroughly before making any final decisions, aswell as making sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.
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