Doritos googles up unlikely spokesman

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[Singapore] A spontaneous Web search led Doritos to an unlikely, unlucky hero in the Croatian countryside for its promotion aimed at Australian teens. A humorous spot for Smith's Snackfood Co., an Australian food business owned by PepsiCo's Frito-Lay, features Frano Selak, a real person who has survived six major accidents, including a train wreck, bus crash, three car explosions, and getting sucked out of a faulty airplane exit, not to mention four ex-wives. In his ad debut, he recounts these experiences alongside visual re-enactments of some of his unluckiest moments. Mr. Selak then introduces the promotion, saying even he could have some luck, as one in four Doritos packs wins instantly. But, as he produces his winning game card, his curtains catch fire from a nearby heater. Omnicom Group's Clemenger BBDO, Sydney, searched "world's unluckiest man" on Google and turned up Mr. Selak's life story. "We were lucky to find someone whose real story fits the mechanics of the promotion. It's a great style of humor for the male teen audience here, who can be quite skeptical about promotions," said Sarah Jones, account director, Clemenger BBDO. Given his past luck, Mr. Selak was reluctant to travel, so the agency went to his hometown. His luck hasn't changed. The fire was staged for the shoot, but he hit a deer while driving home. See AdAge.com QwikFIND aap55y
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