Every year, Doritos, the tortilla chip producer owned by PepsiCo, hosts a competition that gives fans the chance to create an advert that will appear during the brand-loaded Superbowl.
Previously, this competition was only open to entrants in the United States, but this year the restrictions were lifted, and this gave anyone across the globe the chance to enter the competition.
And since Kiwis are always up for a challenge, a local crew headed by the broadly experienced creative director Nathan James Cooper set about creating an ad for the popular range of chips.
The project, which came be known as Doritowolf, is based on the graphic transformation scene in the Oscar-winning film An American Werewolf in London. (Viewer discretion advised: the following video contains a gratuitous display of butt cheeks.)
But given that long strands of wolf hair are somewhat unappetising, the Kiwi ad creators (who are also avid 80s horror fans) instead opted to cover their protagonist in the golden triangles of Doritos chips.
This was, however, not an easy task for the team. Cooper explains on his personal website how he had to experiment with different glues to find one that gave the desired effect. Eventually, he found an adhesive that worked and the project moved moved onto filming with the help of StudioLocal.
Once the test cameras started rolling, there were some additional hiccups, which included Doritos falling off the actor’s ears and monster gloves that didn’t look right on camera.
Drawing on his industry experience, Cooper responded by improvising. He scrapped the idea of sticking Doritos to the actor’s ears and found an alternative to the gloves that he initially sourced from First Scene.
His home was then turned into an ad-hoc movie set, as he proceeded to build the costume in his garage. And this location choice came with a knee-high challenge of its own.
Given that his children were quite partial to the cheesy flavour of Doritos, he was forced to pioneer the ‘out of reach, out of mouth’ costume drying strategy to ensure that his work wasn’t devoured.
Once the costume design had safely dried atop a bookshelf, they could finally proceed to film the ad. Fortunately, this stage of the process ran smoothly, and this served as a testament to Cooper’s attention to detail.
After editing and digital rendering, which took approximately 10 days, they were able to sneak their entry in two days before the deadline.
Entries for the competition closed on 24 November 2013, and the semi-finalists, who will each win US$1,000, will be revealed in early December. Then, five finalists will be shortlisted in January, after which a panel of judges will determine the overall winner.