Get a reaction


One of the biggest mistakes the advertising industry makes is thinking that anyone cares about our work. Assuming that the general public is sitting around passively waiting for us to share our creative genius with them. They’re not. Why would they? They’re busy getting on with their lives. Chatting. Facebooking. Putting the kettle on. Going to the loo. Checking their email. Trying to get to the next level of Candy Crush. Watching porn on the internet.

People are hard-wired to filter out advertising messages. Their default mode is to ignore everything we do. To stand any chance at all of getting a message through our work needs to be bold enough to get noticed and outrageous enough to get a reaction. Whether it’s a nod of agreement, a laugh, a ‘wow!’ or even a shiver of disgust, some form of emotional reaction means your message is on their radar.

That’s exactly what this Doritos ad from this year’s Crash The Super Bowl campaign does. Most people’s reaction to it is “Eeeeeeuuuurgh!” but that’s a good thing. It gets your attention with the weird vibe, offbeat casting and dreamlike pacing. Lands the message that Doritos are tastier than other cheesy snacks with the “It only works with Doritos” line. And with the creepy wrongness of the Finger Cleaner idea it gets a visceral reaction that ensures memorability/talkability. Top work, brilliantly ikky, wish I’d done it.


About antmelder
Executive Creative Director at Host/Havas Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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