DORITO'S DINAMITA

If there’s one thing that I am certain of, is that Dorito’s is a chip that every American should know by heart. And by name. And to a greater extent, by taste.

There are many different kinds of Doritos. There’s Nacho Cheese, Cool Ranch, Spicy Nacho, Spicy Sweet Chili… the 3D version, the mini version, the collision version, the jacked version, and some collabs, to name a few.

As of recently, they released a new version called “Dorito’s Dinamita.” Remember that Superbowl ad with Jenna Ortega and Danny Ramirez? Well, to put it short, the two main stars of the ad — Dina & Mita — want to get their hands on these acclaimed chips, and had to enact a series of hijinxes to get it. A crazy cat-and-mouse scenario, if you will.

I liked the ad because it made me think… “all that for some chips? Must be some bag… but what about it is special? Is it the spiciness? Is it the flavor?”

…And that’s when it hit me.

Solution#1: It’s Intense.

Intensity. That was the key.

It’s not about what they did to get the chips. It’s how they did it. You feel every intensity of that short, chaotic commercial. That’s what the chips are: not spicy, but a feeling of intensity. And that led me to thinking: “what if I can get people to try that chip for that feeling?”

The solutions I came up with revolve around my viewpoint of intensity: it cannot be contained, no matter what is around it. Like fire in an ice cube, it can break through.