ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2020 ADC Awards - Interactive

Cool Ranch

Agency Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica

Client Doritos
BACK TO RESULTS

Annual ID

ADC_INT20_023S

About the Work

How do you compete in a chip category that’s increasingly focused on making flavors hotter, bolder and spicier? You get cooler. For the first time in 25 years, Doritos decided to change their iconic Cool Ranch product and relaunch it on the world’s biggest advertising stage—the Super Bowl. So we transformed the Old West into the New West and gave 102 million people front-row seats to the showdown of the century between legendary Western icon Sam Elliott and pop culture cowboy Lil Nas X. A dance-off featuring Western/hip-hop choreography, set to the record-breaking crossover track “Old Town Road.” But we didn’t stop at a commercial. We ignited a #CoolRanchDance challenge by releasing a first-of-its-kind AI-powered app that uses motion filters to let anyone dance just like our Super Bowl characters. With over 100,000+ app downloads on launch day and over 1.2 billion views of the #CoolRanchDance challenge on TikTok, we topped TV Super Bowl viewership 10 times over. Our dance app was Apple’s editors’ choice and rocketed to #3 in the App Store. And finally, our campaign put “Old Town Road” back at #1 on the charts all over again.