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

Published On
Mar 27, 2023
A chicken wearing headphones

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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.


Mar 27, 2023
Client :
Agency :
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 :
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 :
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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