December 4, 2014 at 6:55PM

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Why didn't my Doritos ad make it past the semifinalists round?

I had this great advertisement idea for Doritos. I produced, directed, cast, storyboarded, edited, and submitted it. If you haven't seen it, here is the link:

https://crashthesuperbowl.doritos.com/gallery/submission/3527?filter=

EVERYONE, I showed it to loved it to death. The semifinalists were announced December 1st and I was okay with not making the cut. However, the ones that were chosen are frankly just bland and run of the mill.

I asked Doritos what went wrong with my submission, but they simply said the information about the judging was undisclosed to me. Go figure.

What I'd really like is some feedback on this issue. If you like it, tell me, if your don't, tell me why. If you like it so much you want me on your production team, let me know and I'll send me resume. I feel kind of slighted in this competition.

25 Comments

I think its cool, but I don't feel like it matches the theme they were looking for at all.
Also you have problems with really harsh highlights.
For a no-budget project its pretty awesome, but these Corporate contests are merciless, they care less about an original idea, more about having something ready to put on TV.

December 5, 2014 at 2:53PM

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Josh Wilkinson
Music Video Director/DP
244

Actually scratch that first comment, I watched some of the other ones that were the "For the Bold".
Outside of the aesthetic, I don't know.

December 5, 2014 at 2:54PM

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Josh Wilkinson
Music Video Director/DP
244

Scratch my first comment, I watch some of the other samples that were for a different type.
Outside of the aesthetics, I honestly don't know.

December 5, 2014 at 2:56PM

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Josh Wilkinson
Music Video Director/DP
244

Thanks for your feedback, I agree the lighting was a bit harsh. I literally don't know why either, that's why I posted this.

December 5, 2014 at 6:16PM

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Dallin Wells
Director/Producer/Editor/Writer/DP/Actor
311

I liked your entry. Good idea, well executed.

...But, I think the competition is getting really fierce with these contests, so it comes down to what video the largest audience liked the most. ( and who has the most friends on Twitter and YouTube voting for their entry )

December 6, 2014 at 9:17PM

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Guy McLoughlin
Video Producer
32540

If that is true, the competition is so skewed! Even thinking about that rubs me the wrong way.

December 7, 2014 at 10:32AM

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Dallin Wells
Director/Producer/Editor/Writer/DP/Actor
311

And for every reason you should feel that way. There was/is a contest with Guillermo del toro. To make the next best horror thing. His contest rules even state something along the lines, gotta have a certain amount of viewers/subscribers/followers. Something like that.

I do hope one day to see something where that means nothing. I am sure... I KNOW there are great creators out there that don't care about the likes/views and make outstanding work. Great job on the commercial. I think in the NFS community, you've won.

Way to go, friend!

January 16, 2015 at 5:21PM

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Gary Ewing
Short Film Screenwriter, Photographer, Director.
146

I thought it was really clever. the big guy flying in at the end was great!

December 7, 2014 at 6:06PM

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Michael Militscher
Director / Commercial Producer
2779

Clever and fun, but the effects shot wasn't Superbowl broadcast caliber.

December 7, 2014 at 7:02PM

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Josh.R
Motion Designer/Predator
661

...But if you look at many of the semi-finalists entries they were far worse in terms of technical execution. ( I personally don't think that technical execution matters much in this contest )

So far my favourite entry is this one...

Dog Dreams
https://crashthesuperbowl.doritos.com/gallery/submission/3508?filter=

December 7, 2014 at 9:13PM

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Guy McLoughlin
Video Producer
32540

Fun, creative, and I can't essssplain why. Herculean effort my friend. About three years ago, a very talented guy I knew starred in this https://vimeo.com/32689663 and he said once they got into the final rounds, it seemed erratic at best (in terms of the judging).

December 8, 2014 at 1:02AM

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Thanks for the Vimeo link. Great work by Chris Le.

December 8, 2014 at 7:36PM

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Guy McLoughlin
Video Producer
32540

Thought it was quite clever, especially the add-on at the end. The following are points I think might've influenced their decision.

*the video quality/lighting/fx was looking a bit budget. I didn't really mind that but hey, they might.
*Although you showed a funny scenario, you didn't really put emphasis on the chips itself. In other words: I laughed but it didn't make me want to taste the doritos as the commercial didn't make them very desirable.
*With an overused musical theme and a very bland start the commercial doesn't really do anything for you until 00:14 seconds in. That's long for a commercial! That's 14 seconds for people to switch channels. Try to grab the attention from the first shot and pace up the editing.

Hope this helps a bit, good effort nonetheless :)

December 8, 2014 at 7:09AM

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Filmdudezero
Director
228

Did you SEE the finalists.........?

January 15, 2015 at 9:21AM

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Will Watkins
Cinematographer // Editor
227

I didn't really understand the premiss... He bites in a Dorito and the world moves?

December 8, 2014 at 10:55AM

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Viktor Ragnemar
Director/Cinematographer
1126

I thought it was super funny. The only thing that could have maybe made the difference was the sound FX, but besides that it was good.

December 9, 2014 at 10:18AM

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Zac Jones
Filmmaker/Cinematographer/Editor/Animator
8

Why is no one more critical of this video? Sure, its a decent video, and as a stand alone short it works. After Effects and some lighting could be improved, but your angles and story telling is great.

Where you missed the mark was hitting on Doritos brand and their campaign. I don't watch Doritos commercials on a regular basis, but based on what I've seen and a few Semi-Finalists I've watch, you didn't capture what Doritos Brand is about. Doritos is about always wanting them, dreaming about them, and basically doing absurd things to get just a taste of Doritos.

None are about the crunch, and thats basically the only thing yours is about. At the end, it does nothing to entice me to want Doritos and doesn't match their brand.

Good work, but literally it's not what they are going for.

December 9, 2014 at 11:34AM

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Continuing with the crunch theme, "What if the female jogger tastes the chip and the second jogger flies back? Would the two joggers fall in love? Would the crunch call for the person on the bench and the female jogger to get closer than someone on top of someone's lap? Maybe the crunch into a new location / time?

- - What would leave the audience feeling like they needed the chips? Do two joggers fall in love and jog away with the chips and thus leaving someone without chips?

Looking at the video from a production standpoint, it really appears to look and feel like a scene. That, in and of itself, is quite an accomplishment.

December 9, 2014 at 3:43PM

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Levi Davis
Editor / Shooter / Writer
64

Here's another thought. A white nerd getting a skinny hot white girl, with a fat black guy being the butt of the joke--does this strike you as great corporate material in 2014?

Setting aside that no ad agency in its right mind would do that these days, I'd say decent concept and pretty good execution.

December 10, 2014 at 4:37PM

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Who's the audience, right?

December 11, 2014 at 2:11AM

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Levi Davis
Editor / Shooter / Writer
64

Also, I thought it was well known... but this contest is kind of a sham.

The winners of the last 3 years have all been directors that work with the agency/firm responsible for the final decisions. Look it up. They're all part of a small LA circle of commercial people... go figure. The agency basically told them exactly what Doritos wanted... "baby's, dogs, ect." so it wouldn't look TOO obvious when they picked their friends' videos. And honestly, Doritos probably doesn't care. They just like the extra social media buzz.

It is what it is. Don't waste you time with this stuff. Keep making mock/spec commercials for your reel and send it to production companies when you have a few really well produced ones. You'll have better odds of landing a job someday this way...

December 12, 2014 at 3:52PM

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Dallin, this was not bad at all and don't let it get you down. You made something quality on I imagine no budget, so you are one step closer.

I watched looking for negatives since you asked, and two things stuck out to me.

A) Shot of Dorito bag about half way in. It's wrinkled to death. That's a deal breaker for them. Did you bring enough bags?

B) Effects. The skew effect worked great, but you are going against actual studios, despite what this competition is all about. Effects are tough so avoid them unless you have a budget or very talented team working on them.

I am personally trying to start my commercial gig (low budget stuff) as we speak, and I'm curious... where are you located? Maybe we can make this a joint effort.

December 13, 2014 at 2:34PM

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Daniel Inzitari
Filmmaker
74

I was in Austin at the time I shot this. Thanks for the feedback

June 26, 2015 at 10:53AM

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Dallin Wells
Director/Producer/Editor/Writer/DP/Actor
311

http://crashthesuperbowl.doritos.com/gallery/submission/6394 this one is the same type of concept. Dorritos puts me in control. In comparing yours to it, I left feeling like I needed a bag of dorritos when watching this one. I had the thought that if I had a bag of dorritos this could happen to me. Then I realize that is ridiculous and back to reality. But the thought got in my mind. I think it has to do with the placement of the bag in the shot being more prominent and the repetitiousnous of the "in control" actions that filled the frame. Then at the end the control is gone when the chips are gone. And the character associates it with an empty bag. That leaves me with an I need more feeling about dorritos. When I watch yours I get the concept, but I'm more in love with the concept than the bag of dorritos. And as someone else said the pay-off is half way in.

January 23, 2015 at 8:08AM

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I think the spot is great except for one thing: the song. The rights to "I Need A Hero" will cost a fortune for Doritos, especially during the Super Bowl.

March 11, 2015 at 2:13PM

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Sathya Vijayendran
Writer/Director/Editor
349

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