Let’s talk about brands. The term itself is synonymous with names and logos since these two are the most obvious identifying mark a brand can have—it distinguishes one company from the other, and it’s crazy to think that a brand would willingly forego them.
Only a select few are iconic enough to go without its name and logo and still be recognized. Doritos, apparently, is one of them. In “Anti-Ad” by Goodby, Silverstein & Partners, Doritos completely sheds these two specific identifying marks, and instead advertises the chips in a series of images, colors, and verbal descriptions.
Some images or sound that’ll make you think of Doritos include a sprinkling of cheese dust, an orange stain on a white shirt, the sound of a crunch, a hand reaching out to a camera as if you’re the bottom a Doritos chip bag, and triangles, triangles, triangles.
The chip itself barely makes an appearance throughout the one-minute ad. However, the voice-over narration of the spot and the accompanying images are enough for the viewer to vividly imagine the chips in question, and perhaps even salivate for it in the process.
It’s amazing how the color of red or the shape of a triangle can remind us of Doritos.
