Doritos Returning To Big Game In February, But "Crash The Super Bowl" Campaign Not Included
December 6, 2017
Doritos is "coming back to the Super Bowl" after not buying a spot in last year's game, according to E.J. Schultz of AD AGE. But the ad "won't be" via its "Crash the Super Bowl" campaign of the past. A Frito-Lay spokeperson said that Doritos will run a spot by Goodby, Silverstein & Partners, S.F., in Super Bowl LII, and it "will not be crowdsourced like the 'Crash' ads were." Frito-Lay is "looking to surround" the game with a "range of programs touting its snack brands beyond the Doritos TV spot." The spokesperson said that Tostitos, which earlier this year debuted NFL team-themed packaging, is "planning a digital program that 'will feature an homage to some of the best known Super Bowl memes and tropes that people can use and personalize for their Super Bowl party.'" Cheetos "plans to play up its new campaign that stars" Redskins TE Vernon Davis touting curling. The idea is to "use the nation's most popular sport, football, to rally support for curling." But Doritos is the only Frito-Lay brand "getting an in-game ad buy" (ADAGE.com, 12/5).
AGENTS OF CHANGE: AD AGE's Schultz noted Anomaly, N.Y. -- the agency "behind Budweiser's headline-grabbing Super Bowl ads for the past seven years -- will not handle" A-B InBev's spot this year. While the MDC Partners agency "remains on the brand -- including globally, where the shop is gaining responsibilities" -- Budweiser's U.S. team "has begun calling on a wider network of shops for work." But even as it loses the Super Bowl work, Anomaly has been named Budweiser's "global digital agency of record as of Jan. 1, replacing VaynerMedia, which will continue to lead digital in the U.S." (ADAGE.com, 12/5).