Super Bowl

The Art of the Super Bowl Ad: Bryan Buckley on Why Amateurs Make Better Doritos Spots

Prolific Director Has Worked on Bowl Ads for, Fedex, E-Trade and Careerbuilder

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Advertising Age Player

Like monkeys in your Super Bowl ads? Funny gags? Celebrities? Then you probably already love Bryan Buckley, who has directed 42 Super Bowl ads for the likes of FedEx, CareerBuilder, Bud Light and E-Trade, a few of which made our all-time best list.

Mr. Buckley burst on the scene in 1999 with his classic "When I Grow Up" spot for For that ad, Mr. Buckley traveled around the country to find an authentic cast (not Hollywood kids) to talk about their mock aspirations. "Even though they were just strict line-reads, in the end it sort of comes through, the texture and the reality of it," Mr. Buckley said.

Unlike others who somehow fall into commercial directing, Mr. Buckley knew he wanted to do commercials when he saw Ridley Scott's "1984," which came out when he was in college. "I dont think it will ever be passed because it sort of marked the epic beginning of Super Bowl spots as far as an event in launching a product," he said.

In the second installment in our "Art of the Super Bowl Ad" series, we talked to Mr. Buckley about what's wrong with Super Bowl advertising, what's great, and why amateurs make better Doritos ads. Above, see the ad that made Mr. Buckley famous.

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