King of Ads

Doritos is a brand who repeatedly turns to the Internet to engage their young exhibitionist 20-something audience, and their latest effort is no exception. Through ‘King of Ads’ we invited consumers to make (and choose) the next Doritos ad and win up to a staggering £200K. But we all know that UGC-ad contests are no longer new, so we really had to up the stakes... 

We turned to branded entertainment to add a whole new dimension. We created an entertainment property featuring twenty episodes starring Miquita Oliver, and video-based resources for ad makers. We even invited a panel of specially selected experts to judge the entries – including Bafta award-winning actor, director, and screenwriter Noel Clarke, TV and radio presenter Lauren Laverne , and top ad director David Shane . The finalists were invited to pitch their ads in-person (Dragon’s Den style) to our expert panel. The highlights appeared on a Channel 4 TV show as branded content. 

Early results are showing extraordinary consumer engagement – with over 2,000 ad entries, a peak average dwell time of over 24 minutes, over 400,000 website hits, and so far we’ve received 2.5 million video views (and counting!). 

Who wins? You decide. Vote at doritos.co.uk (and the winner gets an extra £1 per vote!). 

Production by B-Reel and OTW.