Doritos 2016 Super Bowl Commercial - Ad Analysis

The 'Ultrasound' spot for Doritos is a masterclass in the classic Super Bowl advertising formula: a simple, relatable setup, a dramatic and unexpected turn, and a shocking payoff that embeds itself in the cultural conversation. Born from the brand's final 'Crash the Super Bowl' contest, this Australian-made ad demonstrates that a powerful, universal idea can triumph over celebrity-stuffed, high-budget productions. [4, 7]

The core insight is brilliantly simple: the craving for Doritos is so primal it transcends logic, reason, and even the womb. It’s a hyperbolic extension of the everyday experience of intense food cravings, pushed to its most illogical and hilarious extreme. This idea is what fuels the entire narrative and makes the ad work.

The execution follows a perfect Setup-Turn-Payoff structure. The Setup is a mundane, universally understood scene: a couple in an ultrasound exam room. The husband's mildly inconsiderate snacking grounds the ad in a familiar, comedic relationship dynamic. The Turn is the critical moment the ad pivots from reality to absurdity. When the husband moves the chip and the fetus on the monitor reaches for it, the audience is hooked. The ad smartly doubles down on the gag, showing the fetus chasing the chip and causing the mother physical discomfort. The Payoff is swift and brutal. After the wife throws the chip, her sudden scream, joined by the others, delivers the punchline without showing a single explicit frame. The implication that the baby has launched itself out of the womb in pursuit of the Dorito is so audacious and dark that it becomes hysterically funny.

The debrief for the team behind this is clear: a simple, human-centric idea executed with comedic precision is unstoppable. Doritos' 'Crash the Super Bowl' initiative proved to be a strategically sound way to crowdsource authentic, often edgy, creative that perfectly resonated with its 'For the Bold' positioning. [1] This ad wasn't just a finalist; it became one of the most shared and talked-about commercials of the year, validating the power of letting your fans tell your brand's story. [5]