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.