It’s a celeb-filled variety pack for Doritos and PopCorners, with each Frito-Lay snack brand looking to grab the interest of commercial fans as advertising’s biggest stage nears on February 12.
Following the growing teaser trend from the past few Super Bowl commercial seasons, the creative behind the campaigns has placed a significant focus on hitting the social media cosmos ahead of the full spot.
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Doritos went into new territory, tapping TikTok star Tay (@vibin.wit.tay) to help with a dance challenge that would provide one winner with chance to create a game day video, plus appear in the Doritos ad.
Meanwhile, PopCorners, a first-timer in this year’s national commercial lineup, created buzz when the brand’s talent went “Instagram Official”:
https://www.instagram.com/p/Cm_8o1EPv4i/?utm_source=ig_web_copy_link
On the footsteps of Bryan Cranston’s (aka Walter White) announcement, more intrigue was added when a familiar face—that of Aaron Paul, aka Jesse Pinkman—joined the “Breaking Bad” theme in PopCorner’s first video teaser.
It’s a powerful combo and certainly fits into the formula of casting not only talented actors but also ones that happen to cover a wide pop-culture demographic. To that, Cranston is no stranger to Ad Meter, having been part of MTN Dew’s campaign in 2020, a creative spinoff of the Stanley Kubrick classic “The Shining” that placed in the top 20.
Will he and Paul repeat that success?
As usual, there will be plenty of competition, including just down the chip aisle from Doritos—which sent the paparazzi out to reveal that its talent in the big game would be rapper Jack Harlow.
And as the finale to the Frito-Lay rush, the follow-up act hints that Harlow’s appearance will be a collaboration with Super Bowl commercial veteran Missy Elliott.
In the same conversational chatter as PopCorners, how the full commercial spot performs in the game of popular opinion remains to be seen (or rated), part of the fun as things slowly escalate. But the iconic brand is looking to make a big splash during the breaks of Super Bowl 57, as Brett O’Brien, Chief Marketing Officer, Frito-Lay North America, explained to USA RTODY Ad Meter.
“Frito-Lay is thrilled to be returning to the Super Bowl this year with Big Game icon Doritos and newcomer PopCorners. At Frito-Lay, our goal is to create real moments of joy during the Super Bowl with both the snacks and entertainment we are bringing to the table this year.”
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