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.