It’s that season again. The descent from the gluttonous heights of holiday indulgence and the resulting wave of guilt has now subsided and has been replaced with the allure of slightly off-season, deeply discounted attire and the building anticipation for the time honored tradition of Super Bowl Madness. Alliances are made and team heroes emerge as front-runners for endorsement deals for this coming year. But if you’re in the advertising or marketing world, you know none of that really matters. The game, the players, the tailgating wing-nuts blaring unbridled enthusiasm thru a thick cloud of bbq and beer is all scoffed at as wallpaper, accoutrement or the proverbial potatoes to the meat. The Super Bowl Game is just a slick husk, tailor made for delivering precious cargo: Super Bowl ads.
Doritos have a long history of comical user-generated ads behaving as foreshadow to the impending main event. Some ads have truly transcended the trappings of amateurism while others have fallen into ditches of simplicity (think: oddly violent, unrelatable or misogynistic in tone). This year, the latter seems to have taken hold. The Doritos “Told You So” and "The Sauna" spots sophomorically use the tired devices of exploiting well-worn gay and racial stereotypes in the service of cheap (and wildly unimaginative) laughs.
Well done Doritos?
UPDATE: After taking on much heat for insensitive nature of the ads, Doritos has opted NOT to air the spots during The Super Bowl. Saving face? Only time will tell . .