I thank my lucky stars that we are all unique. I couldn’t imagine the world having to put up with two of me, let alone two Robert Pattinson’s, Justin Bieber’s, Robert Mugabe’s or two Mubarak’s. God alone knows, one of each keeps us busy enough. This makes for an interesting landscape for advertisers and the scope they aim their messages at. Even though we are unique, we most certainly fall into groups with common interests. Mine do not include Pattinson or Bieber, but yours might and that is cool too.
Advertising appeals to how we view ourselves. So at first, when looking at these two Doritos commercials, I would have said I preferred one above the other. In hindsight, I simply think they are smart enough to have hit on different audiences under the common element of humour. They work for the brand because they are able to attract the attention of a (hopefully) versatile audience that has one thing in common: a love for Doritos.
I don’t like The Best Part’s geeky guy. He is a little over enthusiastic about Doritos if you ask me, but, in all fairness, I don’t fit into a group of people who think electrons, data and the hypothetico-deductive model is cool or phenomenal. The guy in this spot strikes me as one who does – so that is exactly who they are appealing to. His type – and anyone closely associated with his type – is going to find this funny, whereas it just left me straight-faced and unimpressed.
The House Sitting version appeals to me in a bigger, better way. Yeah, it’s silly, but it is also simultaneously cheeky and self-deprecating. The college guy forgets to attend to any of the things he was supposed to do and is faced with that last minute panic to get the house back in order – with one final clincher that aims to score points for the power of Doritos.
The difference between the two is that one highlights Doritos as the hero and the other lets the (supposed) humour take over. No matter which one you prefer (if any) it comes down to whether you are buying into these corny chip ads or not – and whether that is translating into sales of their products. The rest of the series proves they are definitely that – corny. I am sure that their creative team salutes everything about Revenge of the Nerds, and I don’t doubt for a second that they have some people laughing so much they spit milk through their noses or suddenly discover their own incontinence. But, like I said, I thank my lucky stars that we are all unique.
Others in the series:
No matter how you feel about these, they are harmless. Even if you don’t like them, it is unlikely that they are going to mean you refuse to buy Doritos from this moment forward. I’m thrilled they haven’t won me over entirely. I hate spitting milk through my nose and quite fancy the idea of being able to control my bladder.