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Both Jenna Ortega and Danny Ramirez are about to learn a valuable lesson from Doritos Dinamita and Frito-Lay during Super Bowl 58: Don’t get between a mascot and their food of choice.
During a 60-second ad airing during the third quarter and created by Goodby Silverstein & Partners, Ortega and well-coiffed, pantsuited Doritos Dinamita brand characters Dina (Olivia Negron) and Mita (Patricia Mauceri) enter a store aisle to find all but one bag of Dinamita gone. Ramirez unapologetically takes the last bag for himself, and this cannot stand.
In a blaze of visual effects and seemingly unnecessary destruction, Dina and Mita ditch Wednesday and Scream star Ortega before hopping on mobility scooters and barreling after Ramirez. It’s the kind of red-hot fury that can only be fueled by the snack aisle. Stopping only to fawn over a stranger’s baby as they chase Ramirez through an apartment, Dina and Mita use electric wires as zip lines and knock the Dinamita clear out of Ramirez’s hands.
They offer a warning to those who would dare abscond with their Dinamita Chile Limón or new Flamin’ Hot Queso flavor and freshly introduced Dinamita sticks (including Smoky Chili Queso, Tangy Fiery Lime and Hot Honey Mustard)—“Go Ahead, Try Us.”
Sure, that’s also a lovely invitation to sample any of those new iterations, but Frito-Lay and its parents at PepsiCo want consumers to incur a bit of fiery wrath when snacking. While prior Doritos Super Bowl campaigns have typically focused on the brand’s traditional tortilla chip—with last year’s Jack Harlow-led tribute to the triangle ranking 13 out of 51 ads on the USA Today Ad Meter—the brand is increasingly acknowledging other palates within its expansive market.
“Doritos has built a legacy over the past 24 years with Super Bowl campaigns that feature the highest caliber of talent and innovation, but you’ve never seen us like this before,” said Brett O’Brien, chief marketing officer at PepsiCo Foods North America. “We’re not only bringing the entertainment to fans this year by introducing Dinamita during one of the biggest cultural moments of the year; we’re talking directly to consumers who are on the lookout for something new, different and packed with flavor.”
