Doritos' Super Bowl campaign gets environmental rejoinder, Detroit Auto Show awards ads

Doritos' Super Bowl campaign gets environmental rejoinder, Detroit Auto Show awards ads

In other news: The FDA may cut down on warnings in drug commercials ... Twitter maps NBA brands' strongholds ... The day's people moves.

Doritos "Crash the Super Bowl" campaign prompts environmental riposte. When PepsiCo's Doritos brand put out a call for ads to compete for a $1 million prize and its Super Bowl spot, it drew the attention of one contender it couldn't have wanted: consumer group movement SumOfUs, which has released an ad assailing the chip's use of environmentally harmful palm oil."Each year, PepsiCo buys 427,500 tonnes of palm oil," said SumofUs campaigns director Kaytee Riek. "Given the high profile nature of the Doritos Super Bowl campaign, we’re using the opportunity to educate consumers around the world about PepsiCo’s irresponsible palm-oil sourcing policy." The SumofUs spot was produced and directed by Motion Picture Company — and isn't one of Doritos' 10 finalists.

FDA may shorten risk requirements in consumer pharma branding. The litany of side effects and warnings is a part of U.S. drug branding, but the FDA is now exploring if providing too much risk information in consumer ads limits the information viewers can absorb. To find out, researchers will show viewers one of four ads for real products, and the ads will vary by the amount of information provided, such as a full disclosure of risk with advice to seek out additional information, a shortened list with advice that not all risks have been addressed or a short risk list with no indication that there is more to it.

Twitter maps NBA fandom. Following suit on an NFL map it released last year, Twitter's latest offering lets you analyze the locations where NBA teams attract followers, while sorting by franchise and location. Have fun!

Auto ads honored in Detroit. This week's North American International Auto Show isn't just about torque and MPG — branding also gets time on the track at Detroit's big event. One Club sponsored the One Show Auto Advertising Awards; winners included spots for Audi, the Toyota Hi-Lux and the Hyundai Genesis. New-media winners included the Volvo Trucks campaign featuring Jean-Claude van Damme and Honda's interactive "The Other Side."

People moves

DDB Worldwide announced Icaro Doria will start in March as chief creative officer of its New York office ... Ronny Northrop is now CCO of Y&R's California office ... Burson-Marsteller has appointed Terri-Helen Gaynor as its Asia-Pacific CEO.


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