Plano-headquartered Frito-Lay brand Doritos plays off the triangular shape of its chip in its Super Bowl ad released Wednesday.
The TV ad follows popular artist Jack Harlow as he struggles to find a new angle for his next track when inspiration strikes after munching on Sweet and Tangy BBQ Doritos, who then incorporates the triangular instrument into his music . The ad that aired during Sunday’s showdown between the Kansas City Chiefs and Philadelphia Eagles features cameos from music stars Missy Elliot and Elton John.
“Missy Elliott and Elton John are two people who have inspired me for years, so it was an honor to work with them on another timeless Super Bowl ad,” Harlow said in a statement.
Doritos also asked Angie Yadao-Payad from Hawaii to join the announcement after winning a TikTok trial the company organized to crowdsource a fan.
“Doritos always has the most entertaining and funniest Super Bowl commercials, so being part of this year’s spot through Doritos’ TikTok Challenge is unreal,” Yadao-Payad said.
Within three days, more than one million videos were submitted, making it Doritos’ most successful video on the social media site to date, the company said. The price tag for a 30-second spot in this year’s big game is a record $7 million.
The savory snack company also plans to take its advertising to the metaverse. Decentraland users can produce and record their own triangle-inspired sheet music to compete for CloneX and Meebits digital collectibles worth more than $20,000 in total, Doritos said.
“Music continues to play a central role in our campaigns, as Doritos partners with top musical artists to bring fans something unexpected,” said Brett O’Brien, Chief Marketing Officer, Frito-Lay North America. . “We’ve continued that legacy with a trio of iconic talents to inspire fans to break out of the norm and try a different angle through this ad and a one-of-a-kind digital experience.”
Other Dallas-Fort Worth companies set to share national screen time on Sunday include Irving-based Avocados of Mexico and Dallas-based Coca-Cola Southwest Beverages. San Antonio-based grocer HEB, a regular regional Super Bowl announcer, will make its advertising debut in Dallas-Fort Worth, where it is opening stores of the same name.