Doritos: Case study

Check it out: http://www.papercut.se/doritos/

Advertising School: Berghs School of Communication, Stockholm, Sweden
Copywriter: Carl Fredrik Jannerfeldt
Art Director: Tomas Jonsson

October 2008


Crisp One's picture
Crisp One
2005 pencils

cool app but not fair to the people who paid for that advertising space...

Biga's picture
45 pencils

then it would not be fair to people who paid for advertising in tv to ba able to change channel?
i find it fair

genius idea, i would give them a lion

Crisp One's picture
Crisp One
2005 pencils

then maybe its up to advertisers to create better, funnier, more creative commercials so people watch and don't need to change the channel becuase that damn HeadOn commercial comes on.

and maybe its up to interactive departments to stop putting out "punch the monkey, and win a ringtone" type ads, and make those better as well.

I agree, less advertising is cool, but then we'd all be out of jobs

jorge00's picture
76 pencils

I bet these guys are miami ad school, genius, well done.

Guest commenter's picture
Guest commenter

Dangerous, because i suppose Doritos have control over this iframed area, and someday maybe a dirty mind thinks of replacing your stuff with their stuff.

It works like Vundo virus, by the way.

vaikunta's picture
64 pencils

This is so cool, you should put it some where like a banner!

Guest commenter's picture
Guest commenter

Eh... not that new. These kind of apps have been around for ages. Stop the stealing.

control C's picture
control C
108 pencils

yeah... i dont get why people continue stealing, for example illustrations and photography have been around for ages and people still use them for ads... come on dude... dont be jelous make a relevant comment the next time

Guest commenter's picture
Guest commenter

your hyper link is missing the colon and won't work...

sneakyhands's picture
1857 pencils

HUGE disconnect with the product. plus, i'd feel just about as comfortable installing an ad-blocker, that's essentially an ad, as i would installing any of the other thousand addy ad-blockers or spyware heavy toolbars. besides, all i need is 'no script' and that takes care of the ad that are javascript dependent.

Yurij's picture

Gold at One Show 2008 (interactive)

Yurij's picture

Gold at the One Show 2008, these guys kick ass.

askon's picture
433 pencils



Download an app called ad block plus which is offered on the firefox site as an free add-on that actually removes ads completely...

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

Hermoso's picture
64 pencils

what about the people who like ads!

hahahahha... nice idea.

CND's picture
48 pencils

does this mean that doritos doesn't do any online advertising?

and yeah, what about those of us who like ads?

Hibon's picture
3734 pencils

Cooool !!!! I like the idea of freedom....this will eliminate all the bad stuff .(good work & ideas will have more value in the future) Thank you for this great student work from Sweden.

Simple ideas are the best !

LessTalkMoreMock's picture
104 pencils

Sigh* we are now stealing ideas from people who are more creatively finding ways to avoid online advertising? I doubt this is what Steve Lambert had in mind when he developed add-art or when the software which makes this app possible was covered in Adweek Vol. XLIX No.22 pg. 22.

get the untainted version here.

Guest commenter's picture
Guest commenter

Sorry Sherlock. But the article your'e referring to is from june. Deadline for the One Show CC is in february, and the award show is in may.

LessTalkMoreMock's picture
104 pencils

Of the 100+ add-ons available for Firefox, "adblockers" are the most popular. The most current, Adblock Plus, has over 18 million downloads (as of May 2008) since Jan 2006 (currently over 250,000/week). It's predecessor, Adblock, has been downloaded over 8 million times. Sherlock.

Milca's picture

Jup. Gold at One Show all right.


I think this did quite well at the D&ADs as well. But I'm having trouble finding any results...

Anyway, great stuff. Keep it up!!

Confirmed User's picture
Confirmed User

In the Add-Art project you can't decide what you want to look at, Ok it's art but it's still something you can't decide yourself. Isn't that the whole concept here? "Filled only with the stuff YOU like". Anyone...

And if we are talking about banner blockers, Ad-Art wasn't the first one there either.

raverus's picture
1476 pencils

obviously student.

jimchristianx's picture
116 pencils

Definitely done by a traditional ad agency.

consolidated.db's picture
545 pencils

forced idea, nice execution.

you can take doritos out and replace with x amount of brands. not just fmcg either.

Guest commenter's picture
Guest commenter


NotSoGoodieTwoShoes's picture

Student work. Definitely. But still, tremendously good student work, If this is what todays students are up to some of us (read: me) should probably considering going back to school.

artbum's picture
69 pencils

first thing i thought of was: "forced." I was wondering how the heck they'd tie it in, and at the end they say "It's filled with only the stuff you like. Like Doritos" or whatever. I agree with apseudobeing, they could've easily said "Like Coke." or "Like Playboy." etc.


capywriter's picture
5509 pencils

Cool idea... that would be even more great if 'Only the good stuff' is really used as Doritos' baseline... Is it?
About fair or not to block other ads... This could be an application that expires after a few days, weeks... and then can never be installed again on the same computer... Just a 'Doritos experience'. Anyway, even it would be your own pictures, you would get bored with seeing them all the time, and changing pictures all the time... nahhh.

Guest commenter's picture
Guest commenter

Found the guys portfolio, and they seem to be students, don't know if they have graduated or what.

Anyway, knock yourselves out.


Creative Dismector's picture
Creative Dismector

Why is this a rip off? The only thing it has in common is the idea of replacing banners with things, In Add arts case it's some boring old paintings here you can have whatever you choose. Kinda different if you ask me, thus the concept.

cunnos's picture

Repackaging an old, very old, idea and technology with their own branding and fresh twist (replace with alternative images). You cant feel sorry for the advertisers who created the need of such tool/technology through poor quality advertising that we're all sick of. The fact that this form of advertising is achieving the current social conversation it's getting = Gold.

"a good creative doesn't let anyone know where he stole the idea from in the first place"

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