The very first winner of Doritos' inaugural, risky Crash the Super Bowl contest, which threw open advertising's largest stage to just about anybody, was "Live the Flavor," created by 22-year-old Wes Phillips and 21-year-old Dale Backus of Cary, N.C. But their spot only earned a few hundred more votes than the runner-up, "Check Out Girl" by Kristin Dehnert, 37, of Pacific Palisades, Calif. And though Doritos had promised Super Bowl air time to just one consumer-generated ad, on game day it went ahead and ran both.
"Doritos made the decision to air both 'Live the Flavor' and 'Check Out Girl' because of very close results of the online consumer vote and the quality of the two spots," said Ann Mukherjee, then VP-marketing, Frito-Lay, in a statement at the time. "The goal of this program was to give consumers an opportunity to express themselves and showing both of these ads showcases the enormous talent that stepped up for Doritos."
By comparison with what would follow in later years of the contest (see "The Best Part" in 2011, for example, or "When Pigs Fly" in 2015), "Check Out Girl" is a subtle, feet-on-the-ground creative execution: Actors Stephanie Lesh-Farrell and George Redd flirt at the supermarket.
"To see 'Check Out Girl' air on what I consider to be the biggest and best stage, is absolutely amazing," Dehnert said in the Frito-Lay statement. "This is a once in a lifetime opportunity not just for me, but for our entire 'Check Out Girl' team."
Denhert's later work included the short film "Underground," which won a B.A.F.T.A. Award of Excellence at South by Southwest.
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q2