Photoplay Films director Tom Noakes has made the semi-finals of the Doritos Crash the Super Bowl competition with his irreverent "Finger Cleaner" spot, making him one of two Australian entries to crash the annual Super Bowl competition.
It's the first year the create-your-own ad contest has been open to global entries and Noakes’ spot has already gone viral with more than one million hits on YouTube, making it the most viewed in the competition so far. It has been consistently placed as one of the highest-rated entries of the 5,000 plus submitted to the Doritos microsite. (All semi-finalists can be viewed on www.doritos.com)
Online for just over one week, the ad’s far-flung global popularity is testament to its international reach. Photoplay Films producer Belinda Dean puts its success down to two things: share-ability and suitability for the brand.
“Doritos typically make comedy scripts and the competition brief was to do something bold and unexpected to tie in with the tag ‘For the Bold’,” Dean said, adding: “Tom is part of the YouTube generation and he understands that extreme types of humor are what people best respond to and that translates to views.”
