Although I’ve written about food fights here before, a new commercial that approaches the topic from a fresh new angle has inspired me to broach this subject again!
The ad for Doritos’ Collision chips is my favourite thing on TV right now. Seriously, the TV viewing options were better during the writer’s strike than they are now. In fact, when I’m watching a show on PVR and catch a glimpse of this commercial I stop and actually watch the ad.
Due to royalties issues I can’t imbed the video in this post so you can only view this commercial on TV or facebook. Here’s a link that takes you to the facebook page where you can enjoy it over and over again.
Besides the fact that I think this ad is pretty funny, I admire it because it highlights a brilliant example of Concept Architecture.
When I give people my business card and they see the title Food Concept Architect under my name, they often ask me what a concept architect does. At their brightest and best, we do what Doritos has done here: we take a familiar concept and help people to see it in a new, more interesting way.
Still not sure what I mean? Consider that the flavour profile of this chip combo is basically the same as buffalo chicken wings, the bar snack that combines spicy wings with a tangy blue cheese dip. Calling these chips Buffalo Chicken Wings would have been obvious. Instead, some clever food or marketing person (I’m inclined to guess it was a food person but I’m biased) rethought the idea and presented it as a collision of disparate flavours. The result is a product concept that gives people something that they already like but makes it new and fun.