Marketing Brand Strategy Doritos

Doritos’ Super Bowl teaser (and Jack Harlow?) asks fans to ‘try another angle’ on TikTok


By Webb Wright | Reporter

January 9, 2023 | 4 min read

Is that you, Young Harleezy? The teaser image shows a mysterious celebrity holding a bag of Sweet and Tangy BBQ Doritos.


Doritos has yet to reveal the identity of the celebrity who will star in the brand’s upcoming Super Bowl LVII ad. / Doritos

Doritos has offered the first glimpse of its upcoming commercial for Super Bowl LVII, which will feature an as-yet-unnamed superstar. The brand is also offering fans a paid opportunity to appear in the game day ad via a TikTok dance contest.

In Doritos’ teaser image, we see a mysterious, faceless celebrity sitting in the backseat of a vehicle that’s being assailed by paparazzi and fans. In the celebrity’s hands is a bag of Sweet and Tangy BBQ Doritos, a product released earlier this month.

Now, we haven’t been given any kind of special intel or anything, but the ring in the photograph sure looks a lot like the Private Garden ring often worn by big-league rapper Jack Harlow. And the image as a whole looks suspiciously like the cover of his 2020 album, That’s What They All Say.

Along with the new image, Doritos has announced a TikTok challenge, the sole winner of which will be able to make a video that will appear in Doritos’ Super Bowl commercial. The brand is encouraging fans to “try another angle” by uploading “their best triangle-inspired dance” to TikTok, along with the hashtags #DoritosTriangleTryout and #Entry. Time for all the geometers out there to teach us a thing or two about the Pythagorean theorem through the art of dance.

The competition kicks off today. Three finalists will be selected on Friday, and the winner will be announced next week.

Doritos isn’t the only snack brand that’s been looking to get ahead of the Super Bowl advertising competition. In December, popped-corn snack brand PopCorners vaguely hinted via an Instagram post that it would be reviving Walter White, the beloved lead character from Breaking Bad, in its first-ever Super Bowl ad this February. This was confirmed by actor Bryan Cranston, who played White, via his Instagram account last week.

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