Frito-Lay's spot “This is History” from Omnicom Group's Element 79 subtly focused on the historic moment that Super Bowl XLI represented. Coach Lovie Smith's Chicago Bears were facing off against Tony Dungy's Indianapolis Colts, meaning that no matter which team won, a black head coach would earn a Super Bowl victory for the first time. The spot featured African American families watching and reacting to the game. The spot ends with the words “enjoy the game” on the screen, and the logos for Doritos, Lay’s and Tostitos underneath.
A Coca-Cola ad in the same game, "Especially Today," also celebrated African-American achievement, though without reference to the coaches.
Ultimately the Colts won, 29 to 17. "I'm proud to be the first African-American coach to win this," Dungy said as his team accepted the trophy, according to ESPN. "But again, more than anything, Lovie Smith and I are not only African-American but also Christian coaches, showing you can do it the Lord's way. We're more proud of that."
Frito-Lay parent PepsiCo was a big advertiser in Super Bowl XLI, where it ran eight spots in all, six on the snacks side of the business and two for Sierra Mist.
Director: Scott Smith.
Chief creative officer: Dennis Ryan. Group creative director: Phil Gant. Editor: Kim Salter. Mixer: Dave Kaduk.
AGENCY: Element 79
QUARTER AIRED: Q2