Doritos’ is debuting its first unified international creative campaign and brand platform, “For the Bold in Everyone”, which encourages people to go against stereotypes and be triangles in a world of circles.
Created by Goodby Silverstein & Partners and directed by BAFTA Award-winning director Gary Freedman, the tortilla chip brand’s campaign will premiere internationally this year with a trio of ads shot in unexpected locations.
The commercials seek to show how a single brand idea – embracing boldness – can be flexed to tell emotional and personal stories while remaining functional and able to support potential Doritos brand renovations and new product launches.
Viewers are called to shatter stereotypes and embrace their passions in unexpected and funny ways through a witty new platform inspired by the fact that people sometimes hide parts of themselves to fit in.
A global film will spearhead the 2024 campaign, which tells the story of a grandmother who is getting her license renewed, but unexpectedly reveals her dream of driving a Monster Truck, narrated by her supportive grandson.
Director Gary Freedman said: “This was such a ridiculously fun idea! Funny, cinematic, absurd, and soulful all at the same time.”
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Doritos head of global marketing Fernando Kahane adds: “Doritos has always been synonymous with ‘bold,’ but we know it’s time to redefine and evolve it’s meaning to continue to drive relevance with new generations”.
The UK campaign will also run across social media and digital, overseen by PepsiCo’s in-house agency Sips & Bites, with a creative featuring Lionesses star Chloe Kelly, Pete & Bas – Britain’s oldest Grime MCs – blind professional skateboarder Dan Mancina, and Colette Zacca, the Dancing Granny known for her moves at the 2019 Notting Hill Carnival.
Goodby Silverstein & Partners CCO Margaret Johnson said: “This campaign is a great example of how humour can help communicate a strong message in an accessible way without losing its essence; the campaign is intended to elevate the brand on an international level and give it an expanded perspective, one that introduces a new brand philosophy.”
