Don’t be a chicken—embrace your fear of failure, says campaign for Doritos Mexico
New spot from Isla builds on existing ‘bolder’ messaging aimed at younger audiences

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Doritos Mexico is expanding its “For the Bold” messaging with a campaign about failure.
A 90-second spot replaces people in nerve-wracking situations, such as a job interview or first kiss, with live chickens. After the characters gain more confidence and overcome their fear of failure, they are depicted as their regular selves.
Doritos has been addressing younger generations for a few years with its global “For the Bold” branding. This new campaign refreshes the brand's point of view, narrowing the gap with Gen Z, the brand said.
This January, Doritos released the fifth video, “Bold Love,” in its #OrgulloTodoElAño, or #PrideAllYear" series. That work was made by Slap Global. The new spot is from creative agency Isla in Mexico City and Argentinian production house Rebolucion. Watta Fernández was the director.
“Failing has taken on a new meaning for Generation Z,” said Eduardo Córdoba, Doritos’ senior marketing director. “Unlike their predecessors, they don’t see failure as something diametrically opposed to success, but rather like an experience and an opportunity to learn, improve, grow, and get one step closer to their goals. That’s why at Doritos we decided to evolve our concept of boldness and create a deeper connection with them, taking the role of an ally to young people, appreciating the value entailed in trying and encouraging them to go for it, without the fear of getting it wrong.”
The campaign will be active throughout the year in over 10 Latin American markets, including Mexico, Guatemala, Panama, Puerto Rico, Dominicana, Colombia, Ecuador, Perú, Venezuela, Uruguay and Paraguay. Ads will run on TV, out of home, Instagram, TikTok, Twitter and Facebook.
Credits
- Date
- Mar 27, 2023
- Client :
- Doritos
- Agency :
- Isla
- Chief Creative Officer :
- Ariel Serkin
- Chief Creative Officer :
- Rodrigo Grau
- Chief Strategy Officer :
- Mariano Serkin
- Managing Director :
- Victoria Clucellas
- Executive Creative Director :
- Mariano Gamba
- Executive Creative Director :
- Rodrigo Greco
- Creative Director :
- Leandro Ezquerra
- Creative Director :
- Rulo León
- Grouper PM :
- Karen Cortés
- Project Manager :
- Daniela Galindo
- Head of Production :
- Coqui Gimenez Uriburu
- Producer :
- Francis Peña
- Head of Media :
- Victoria Clucellas
- Head of Design :
- Alejandro Stea
- Production House :
- Rebolucion
- Director :
- Watta Fernandez
- DP :
- Farhad Ghaderi
- Executive Producer :
- Mercedes Guereño
- Executive Producer :
- Ivan Lomeli
- Producer :
- Patricio Lopez
- Creative Assistant :
- Pablo Tanno
- Post Production Coordination :
- Juliana Sánchez
- Editor :
- Mark Martinez
- Sound Mix :
- Silence
- Color Correction :
- Studio Feather
- Color Correction :
- Ana Escorse
- Post Production & VFX :
- Bitt Animation
- Online :
- Bitt Animation
- Music House :
- Papa Music
- SVP & General Manager :
- Hernan Tantardini
- Brand Director :
- Eduardo Cordoba
- Senior Brand Manager :
- Andrea Moreno
- Senior Coordinator :
- Naian del Moral
- Analyst :
- Alejandro Cortés
- Insights Manager :
- Marco Hernandez
- Marketing Associate Manager :
- Odette Delgado
- Production :
- Salomón Levi
- Production :
- Melissa Hernández Vega
- Production :
- Missael Arias
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