The Super Bowl is more than a sports event; it’s a cultural phenomenon. Additionally, commercials often become as talked about as the game. Among these high-stakes ads, Doritos carved out a unique niche with its “Crash the Super Bowl” campaign, a contest that invited fans to create their own commercials for the brand. This crowdsourced approach democratized ad creation. Consequently, it led to some of the most creative and memorable Super Bowl commercials.
In 2015, one ad rose above the rest: “Middle Seat.” This ad was more than simply another submission; it was proof of the effectiveness of relatability and comedy in marketing. The simplicity of “Middle Seat” makes it brilliant. It dramatizes a relatable scenario to hilarious perfection. The commercial captured Doritos’ essence—bold, adventurous, and fun. Furthermore, it connected with millions by turning a common frustration into humor.
“Middle Seat” encapsulated Doritos’ “Crash the Super Bowl” campaign. It gave ordinary people a platform to showcase creativity and connect globally. This approach strengthened Doritos’ image as a brand that values and rewards risk-taking in its marketing and products. As we explore this ad’s creative genius, we’ll see how it stood out in the 2015 Super Bowl and in advertising overall.
The Concept
The genius of the “Middle Seat” ad lies in its ability to tap into a universally recognized and often dreaded experience: flying coach and being stuck with a stranger in the middle seat. Air travel is necessary but rarely enjoyable. The thought of being cramped between two strangers for hours makes anyone cringe. The ad brilliantly leverages this common anxiety to create a scenario that is both highly relatable and hilariously exaggerated.
At the heart of the ad is the protagonist—a man who captures the desperation we feel when seeing that dreaded middle seat. Determined to keep the seat empty, he uses increasingly absurd tactics to seem like the most undesirable seatmate possible. His antics range from mildly off-putting, like exaggerated teeth flossing, to repulsive, such as clipping toenails in view.
Each action escalates the situation, pushing the limits of socially acceptable behavior in a confined space. This intensification amplifies the humor and highlights the protagonist’s desperation, making the story more relatable. The crowd laughs uncontrollably at his foolish attempts, while also recognizing the reality that we will do anything to avoid discomfort.
The choice of behaviors—flossing and toenail clipping—adds humor because they’re usually reserved for the privacy of one’s home. The ad heightens unease by placing these activities in a public space like an airplane, making the protagonist’s antics even more ridiculous. Even with his extreme behavior, the underlying motivation remains relatable to all viewers. That’s why the advertisement works so well.
This setup not only serves as a perfect lead-in for the eventual twist but also establishes a strong narrative foundation. It cleverly shows that avoiding one discomfort can create another—an experience familiar to air travelers. The “Middle Seat” commercial stands out because it skillfully blends comedy with a look into everyday life.
The Unexpected Twist
Just as the protagonist seems to have secured the empty middle seat, the situation takes a humorous turn. A beautiful woman walks down the aisle, catching his attention. Without hesitation, he abandons his off-putting tactics and eagerly waves her over, hoping she’ll sit beside him. His entire demeanor shifts as he envisions a pleasant flight with her as his seatmate.
Just as things seem to go his way, the ad delivers its punchline: the approaching woman is carrying a child strapped to her front. The protagonist’s excitement fades as he realizes the chaos of sitting next to a baby on a long flight.
This twist is classic Doritos humor—unexpected, cleverly timed, and instantly relatable. It subverts the audience’s expectations in a way that’s both funny and memorable, perfectly encapsulating the brand’s playful spirit.The ad doesn’t just sell a product; it tells an engaging story. Viewers are left smiling, remembering Doritos as a bold, unexpected brand.
Why It Worked
The “Middle Seat” ad resonated by capturing the universal discomfort of flying and avoiding a stranger. The ad attracts viewers by exaggerating a common situation. It makes them laugh at the protagonist’s ridiculous actions, like toenail clipping and public flossing. The audience was kept interested and involved in the outcome by this clever mix of ridiculousness and relatability.
What truly made the ad stand out, however, was its perfect alignment with Doritos’ “For the Bold” branding. The protagonist’s shift from avoiding everyone to eagerly inviting the stunning woman highlights the brave, impetuous attitude Doritos promotes. The final twist, where a baby interrupts his preparations, delivers a punchline that makes viewers laugh and remember Doritos. In Super Bowl ads, “Middle Seat” stood out for its unique blend of humor, relatability, and brand alignment.
The Impact
“Middle Seat” wasn’t just another Super Bowl ad. It was key to Doritos’ “Crash the Super Bowl” campaign, which invited fans to create their own ads. This crowdsourced approach was a game-changer, as it gave consumers a direct hand in shaping the brand’s identity and messaging. By letting fans submit, vote on, and choose the winning ads, Doritos fostered strong community and engagement. This strategy democratized the creative process and built significant brand loyalty, as consumers felt personally invested in the campaign’s success.
“Middle Seat” winning the contest amplified its impact, transforming it from a fan favorite into a cultural moment. Due to its success, the advertisement was seen by many people outside of the Super Bowl viewership. The brand image of Doritos as one that embraces daring, originality, and customer voice was strengthened by this prominence. With “Middle Seat” at the center, the “Crash the Super Bowl” competition became a landmark in advertising history. It demonstrated how a brand can effectively engage its audience in an inclusive, enjoyable manner. The campaign left a lasting impression during one of the biggest advertising events of the year.
Conclusion
The “Middle Seat” ad stands as a stellar example of how a commercial can transcend its primary goal of product promotion to become a cultural touchstone. Through the use of relatability, humor, and a clever twist, the advertisement captured the attention of viewers and cemented its position in Super Bowl history. The protagonist’s progressively absurd attempts to avoid a seatmate, along with the clever portrayal of a typical travel nuisance, resonated with viewers who laughed at the absurd reactions and the predicament. Its success was largely due to its relatability, which pulled viewers into the story and gave them a sense of personal connection to the advertisement.
Moreover, the ad’s impact was amplified by its alignment with Doritos’ brand identity of boldness and spontaneity. The conclusion, in which a baby disrupts the protagonist’s intentions, not only provided a memorable joke but also reaffirmed the brand’s “For the Bold” tagline. Through the clever transformation of a routine situation into a memorable humorous event, Doritos successfully connected its brand to fun and unpredictableness. The commercial’s performance in the “Crash the Super Bowl” competition and extensive media attention solidified its status as a model of successful advertising, illustrating how creativity and audience involvement can create enduring connections and enhance a brand’s visibility in the marketplace.
