Doritos is a brand loved by teens & young adults across Mexico, as the brand has been consistently nourishing the connection with them through relevant messages anchored in shared values, under the communicational platform “Failure is for the Brave”.
As Doritos continues its journey to further empathize and connect with Centennials, it was critical to provide a message that would profoundly resonate with and inspire them to unleash the BOLD within.
Centennials are known to be the most daring generation of all, marching to the beat of their own drum.
However, given Mexico’s traditional culture and context, most of them are still restrained from BOLD and adventurous experiences, fearing being judged by their close social circles.
The creative idea was directed at trying to relieve and reframe this burden, making failure anatural part of the journey rather than its end.
This film portrays different Centennials just about to go after what they want: a musical performance, a romantic first kiss, a first live stream… situations that go from following their true callings, to merely getting a new hairstyle, which represent the wide spectrum of the coming-of-age fears.
However, before taking the leap, our characters are seen as chickens, as a visual gimmick for the audience to better sense their fears. In the end, all of them go for it…and fail. But, far from being crushed by failure, they end up laughing about it and moving on.
Because, as our VO tells us, they understand that “Worse than failing, is to have never tried”. The endcap reads the brand’s creative claim:“Failing is for the Brave”.Through “Failure is for the Brave”, Doritos reframes failure as something not to be afraid of, but rather to be embraced.
It is through failure that we learn and grow, and far from the negative connotations, it should be a fun and lighthearted experience which is an inherent part of every journey.
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