Doritos 'Goat 4 Sale' Crashes To The Top Of The Super Bowl

Doritos 'Goat 4 Sale' Crashes To The Top Of The Super Bowl Ratings

Doritos 'Crash The Super Bowl' competition has proved an extremely popular staple in the annual event's ad-break offerings. Sourcing adverts from the public, the campaign utilises social media and online voting to draw up a shortlist of five top spots, all vying for the opportunity to air during the biggest advertising occasion of the year, as well as receiving a hefty cash prize and the opportunity to work with Michael Bay.

One of this year's entrants, 'Goat 4 Sale' from Pogo Pictures' Steve Colby and Ben Callner, not only earned the accolade of being played during the show, but also managed to hit the top spot in Nielsen's Most-Liked and Most Memorable Commercial polls. Featuring a bovid whose addiction to the corn-snack causes issues for its new owner, the spot is belly-laugh funny and endlessly endearing. We grabbed a few minutes with Steve to chat comedic concepts, victory celebrations and screaming goats.

Where did the concept for your Doritos film come from? Are you a goat-owner yourself?

Moose the goat is actually my pet. I have two goats Moose and Kudzu. So the concept came from me sitting outside with the both of them as I was eating chips. I gave them a few chips and they went crazy. It was funny to watch, not to mention also listen to them munch. I was amazed at how excited they were for chips.

How long had you been planning on making a film for the Doritos competition?

I was eating lunch with my cohorts at Pogo Pictures in Atlanta Ga. about three weeks before the deadline for the Doritos Crash the Super Bowl Competition. I said off handily how funny it was when my goats ate chips and said we should enter the contest.

Did you strategically choose to go for comedy? Did you feel as though you'd have a better chance to connect with voters if it made them chuckle?

Yes Ben Callner and I thought of nothing but a comedy spot from the very beginning of the process. It was surprising how quick and easily it all came together once we started working on it. The only real unknown was Moose the goat. He is not a trained goat. He had never done anything on camera or around that many people. We had no idea if he could do it.

How was the shoot? Was the old adage of never working with animals true?

Ha ha! That is usually so true and I have worked with many so-called trained animals and I cannot remember a time I had not nearly lost my mind by the end of such a shoot. But this was one of the easiest and most fun on a shoot I had ever experienced. Moose did everything needed and more in just a few takes. We used his buddy Kudzu as an eye line and Kudzu helped Moose keep his attention where needed. We shot it in my house so now they both want nothing more but to hang out inside. Not the best thing to have in a house, a goat or two.

How the heck did you make the goat scream like that?

That was all Kudzu. He was off camera bleating, finally moose bleated back. But the "scream" was not funny per se, so Ben asked a friend that he knew who was known for his scream in college, don't ask me how, did the actual scream that Ben recorded on an iPhone and placed into the spot.

How did you feel about the finished piece? Did it turn out the way you expected?

There are times right after a shoot one thinks that it will all work out and the spot will be what we all wanted and expected it to be. Drinking a few beers after the shoot I think we felt this way. We cast the right talent and they performed simply and beautifully.

How was the period before the Super Bowl airing? Did you do any active campaigning?

We were interviewed on many TV stations and Internet sites and newspapers. We did use social media and Moose had an active Facebook page and twitter account. But it took old and new friends to help, and they are the ones that deserve a lot of the credit for their incredible support.

When did you find out you were a winner? What was your reaction?

We did not find out until we were watching the Super Bowl with all the other contestants in the amazing Doritos Suite at the Super Bowl. When Goat 4 Sale came on we screamed louder than Moose. It was so exciting and heart warming because so many family and friends all played a part in its success.

Did you keep an eye on Twitter during the game? Your ad certainly seemed to provoke positive responses!

Yes, and it is so nice to read so many positive reviews and responses. We are very grateful and so appreciative. It is wonderful to know that we were a small part of people laughing and having a good time.

What's next for you?

Firstly, to make sure Moose stays happy! We of course are hoping this will create more work for us and that we can bring some creativity and energy to others' concepts. It has been an incredible ride all thanks to a wonderful goat named Moose.

Posted on 7th February, 2013