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

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


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 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published