DIFFERENTIATION STRATEGY BEHIND
⁺₊✧ DORITOS DINAMITA ✧₊⁺ SUPER BOWL AD

• ⁺₊✧ Pixels with purpose ✧₊⁺
• 4/6/2025

The Power of Differentiation in Advertising

Standing out is more important than ever. Brands are always annoying their consumers with the same boring ass messages. Differentiation is the key to leaving a lasting impression. Recently, I tested this in a big way with the creation of an ad for Doritos Dinamita, a brand known for its explosive flavor. I had just one month to create the entire ad, and even though it was rushed, the result is something I’m proud of. It outshines many bigger-budget, animated ads I’ve seen. Either that, or they lied about the budgets lol. Here's how I approached making an ad that stands out.

Differentiating my Doritos Dinamita Ad from the Rest

I noticed Doritos Dinamita was preparing for a Super Bowl ad. If I wanted my ad to stand out from the crowd, I did a deep dive into their past commercials and noticed an interesting evolution. Early Doritos ads were dark and energetic, kinda like a Monster Energy drink. Later, their content shifted toward memes, embracing a lighter, humorous tone. Recently, their ads have leaned into explosions and bright visuals with a comedic twist!

My task was to create something that matched their current marketing but also stood apart from the other ads they’ve had. I couldn’t just copy past ad styles, whether 3D animations or live-action. So, I combined both formats to create something fresh that still fit within their brand’s established identity.

One of the key ways I differentiated this ad was by focusing on the fusion of two styles: a blend of 3D animation and action. Doritos’ 3D ads tend to be minimalistic in editing, while their live-action ads usually feature more scripted content and lots of action scenes. I wanted to avoid following one path and instead made a campaign that combines the energy of both formats, adding a unique twist. Resulting in a high-impact, visually engaging 3D animation that also tells a small story. My thinking behind this was to treat it similarly to The Coca-Cola campaign "Inside the Coke Machine" commercial, which was part of Coca-Cola's larger "Open Happiness" campaign.

Using Your Beat & Your Voice to Differentiate

A 3D animation yes, but the process was anything but conventional. I let the rhythm guide the storytelling. Creating an intense connection between rhythm and actions seen on screen. Like the pickaxe hitting the cheese, the explosions, everything was synchronized to the beat. This not only added to the intensity but also made the audience anticipate each beat.

The explosions were on beat and emphasized the rhythm of the music. I love to play with moments where the audience anticipates the beat & “feels” the rhythm before it drops. It’s about anticipation & emphasizing visuals through sound or lack of sound!

In addition, I included both Spanish and English in the voiceover. Since Doritos Dinamita is a Mexican product, I wanted the ad to resonate with Spanish-speaking audiences. The name “Dinamita” means dynamite in Spanish, so that provided a perfect opportunity to tie in the dynamite and cheese visuals. At the end, I say “explosión de sabor,” which means "an explosion of flavor" in English. This makes sense to Spanish speakers and ties it all together without having to explain it to them!

I felt very awkward using my voice for the voiceover of the ad. I started out watching a couple of Spanish ads from Doritos. I noticed they all announced it in a very similar way. I wanted to replicate this without sounding like a clone. I think it’s important to follow some guidelines because differentiating too much can be bad. Kinda like how you can be creative making a rock song, but if you change it too much, it’s no longer the same genre.

Why Differentiation Matters for Your Business

This project is a perfect example of why differentiation matters. The ad’s ability to stand out wasn’t just about the visuals or the fast timeline. It’s about approaching a project with the intention of doing things differently. Studying the brand’s history and combining different elements in fresh new ways. This allows me to deliver a video that is uniquely Doritos Dinamita, but with a spin that sets it apart.

For any business, this lesson is clear. Want your brand to break through the noise? Don’t just mimic the echoes of the web. Find what makes YOUR brand unique. Study the competition and the landscape. Always approach marketing from a fresh perspective. That’s how you truly make an impact.

The Future of Brand Differentiation @ Nexus Hue

Going forward, I plan to focus more on narratives that resonate with audiences. I wanna write more dialogue for my ads. I am still searching for the right project to test this one. If you’re ready to create a differentiated ad that breaks the mold, don’t hesitate to reach out. Let’s create something unforgettable.

Additional Video & Retention Stats

This short was made to test if I could take the views from this short and re-direct them towards the main advertisement by using the link feature in Youtube shorts. However, this video didn't perform very well right away so I ended up switching it to unlisted. I was unable to see the stats at the time, but looking at this I should have just left it because the retention was above 100% lol The main ad has a 85% retention rate. Meaning that on average people saw 85% or 11 seconds out of the 13 seconds total.
The youtube short is 3 seconds long and on average people saw 8 seconds. Meaning most people saw the whole video and stayed a little bit longer.