With the help of AMV BBDO, Doritos returns to its Mexican roots just in time for Christmas. With influences from the Human League, Girls Aloud and East 17 the campaign takes the audience back to the days of cheesy flavoured pop songs and dodgy fashion.
The latest spot featuring Tony Mortimer (a former member of East 17) and the Mariachi Doritos reminds the audience of the importance of fun (Mexican fun so to speak), social activity and community. I think it is a relevant message, particularly in this festive period of families and loved ones coming together. I also love the fact that they used a Mexican band to recreate a full-length British pop classic (One can argue that the jingle has finally evolved). I think they used this cultural exchange to add character to the product and encourage the audience to form stronger associations with the brand. For example, people associate luxury and style with the likes of Chanel, Louis Vuitton and Prada. Through the focused planning and artistic direction of the campaign it could cause the audience to automatically associate fun parties with Doritos overtime.
As part of the campaign, people have the opportunity to win an online gig from the Mariachi Doritos. However, I think in order to take this campaign to the next level they could have at least tried to make the 'Stay Another Day' song a Christmas No. 1, perhaps it could compete with Gangnam Style and then we could watch this campaign transform into a different animal and watch history repeat itself.
I really appreciate the use of cultural exchange because it solidifies the message of fun being something that we can all relate to and be a part of. The strapline of the campaign states 'For fun, add a little Mexican,' so even if you do not have any Mexican friends or relatives to party with, I'm sure a few packets of Doritos will still do the trick.
On a separate note, I would like to wish everyone a very Merry Christmas and a Happy New Year.
Follow Josh Okungbaiye on Twitter: www.twitter.com/YoshiBearJ