Doritos

The "Finger Cleaner"

First a bit of background; Doritos have staged a competition to create an advert for the brand’s slot during the Superbowl. As if that wasn’t enough, the winner will also receive a million American quid and a chance to work on the next Iron Man film.

I often wonder how ideas for ads come about. Particularly in this case, as the allusion to the clandestine meetings which gentlemen allegedly make in public toilets is inescapable…right?

Here at Gasp, we love this submission from Tom Noakes, and rather hope it wins.

I often wonder how ideas for ads come about. Particularly in this case, as the allusion to the clandestine meetings which gentlemen allegedly make in public toilets is inescapable…right?

Not just me is it?

Anyway, this curiosity lead me to James Webb Young’s short book, ‘A Technique for Producing Ideas’. If you haven’t read it, it’s a little cracker, simple advice from an erudite advertising veteran. And so succinct it can be read cover to cover on a train journey from Waterloo to Twickenham (or Wokingham if you read at my pace).

Among other things, Webb Young recommends a vigorous interest in anything and everything, as often ideas for ads can come from unexpected places. A peculiar piece of knowledge on an obscure topic can inform a great idea for something seemingly unrelated.

So it must have been with the idea for this. Finger-licking has been a concept in Doritos advertising for a while now, but who would have thought of applying it to a cottaging and ‘glory hole’ context?

I may be wrong, but I reckon Tom Noake doesn’t have any practical experience of glory holes, but somewhere he’s picked up knowledge of these fun activities and applied them to making a great ad, just as Webb Young recommended.

I have no experience of ‘glory holes’ either by the way. In fact I only know the term from looking for stuff online…wait….

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