Close-Up: My YouTube ad of the week - Doritos

Brand: Doritos.

Task: Support the launch of Doritos' late-night flavours range.

Execution: A branded channel hosting YouTube's first 360-degree interactive music video. The video is for Coming To Get Me by Professor Green and lets users zoom in/out and scroll in 360 degrees as it progresses, following the rapper and his mates as they explore a warehouse party. The video builds on Doritos' earlier augmented reality video for Rihanna's Who's That Chick?.

Credit: Abbott Mead Vickers BBDO.

Why I like it: Doritos has shown a real understanding of the value exchange required to make meaningful connections with its audience. It also gets that it isn't about Doritos; it's about the content and so has invested in making this entertaining, innovative and exclusive.

You can literally look around the video as if you're there, seeing different things each time you watch it. The effect is brilliant - it's definitely the closest I'm ever going to get to a warehouse rave with Professor Green. So by partnering with EMI, it's content that has real currency.

Wish I'd thought of: The wider platform of providing exclusive late-night content has the potential to run and run, generating revenue for both Doritos and its content partners beyond just selling packets of crisps. The Professor Green track is now likely to be released commercially with Doritos and the artist set to cash in.

The follow-on possibilities are endless with exclusive albums, gigs and tours all a possibility. It's a smart example of a winning partnership between brand and artist.


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).