Conversation Agent - Valeria Maltoni - Doritos, Your Ad Sucks Compared to this One

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@Akash - I like how you put it "a valuable lesson embraced in a video".

@Justin - I will need to figure out which one was house rules from YouTube. I don't watch TV, especially the Super Bowl, and especially ads. The reason why "embrace life" caught my attention is that it's so unlike an ad :)

@Kat - when "clever" wins over practical, run!

@Deni - the story telling component of the ad is what makes an impression. You could forget everything about the ad, except for how it made you feel. And the message is deeply embedded in that.

@Rich - is a product ad harder? I think only in the context of the Super Bowl where companies focus more on the ad being funny and entertaining for its own sake than in winning sales. Both ads in the post ask for a choice a choice, buy Doritos and wear a seat belt. I agree with you that the chip hitting you may not be the best way to solicit business :)

@Chris - we agree, it's a powerful message and execution.

@Tommyismyname - while it's tempting to show off with a creative brief, I'm sure Doritos can afford a proper campaign. Since you ask the question, what would you suggest?

@Eric - thank you for stopping by and your kind words. I agree, context is very important to evaluate the viability of a message transmitted in a certain form. I wager it would have stood out amidst the crack pot stuff during the Super Bowl. The continuity from the game would have been the very last part: being thrown off is what the game is all about. Yes? Maybe not.

@Bruce - guess the question is if the Doritos Stoner ad is moving the needle, then. I must not be its intended audience as now I want to run as fast as I can away from the stuff. With context we have a couple of choices: we can build off it, or create it.

One item that hasn't been discussed yet is WHO is the ad for? My guess is that everybody commenting (myself included) is closer to the family in the Sussex ad than the "Stoner" that was mentioned as a target audience for the Doritos ad. Do you think the Sussex ad would have as much emotional impact on the other audience? Or would a different message have to be created to hit home with them?

Remember who we are conversing with and make sure that the context of the message will resonate with them. The principle of the message doesn't change but the way it is expressed may have to be different.

The Sussex Safer Roads spot is beautiful. As a father/ husband it chokes me up a little even though I have watched it several times at this point.

I think which one is more powerful is dependent on the person who is watching it, also upon the the environment that that person experiencing it.

To me; the Sussex spot is touching and nails the #1 thing that would get me to act differently or change a habit ...the thought of losing my family or the thought of putting my family in pain because of my mistake of no belt. To someone else (a single guy, not a father) they may not have this connection so this spot might impact them less.

Also ...we all watched the Sussex spot in the context of seeing it on this blog OR previously on another blog and not on TV in the middle of a game/ show/ etc. Would we have noticed the Sussex spot on TV with that length even if it was cut to a :60?

Either way, thanks for sharing the comparison. Love the Sussex spot, and I love your blog.

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