Kyle battles a Doritos-loving kid in his 2012 Crash the Super Bowl entry, Switcheroo
When it was announced the Pepsi Max wasn’t going to be a part of this year’s Crash the Superbowl contest I was both disappointed and relived; disappointed because that meant there would be only 5 finalist slots instead of 10 and relived because the folks at Pepsi simply did not seem to get this contest. The people at Doritos who created and run “The Crash” have spent years building up the reputation of this mega-contest and in one season, the Pepsi Max team came in and did serious damage to the CTSB “brand.”
Pepsi Max hurt the contest in a few ways but it all comes down to which videos they picked for the Top 5. When the 2010/2011 contest was announced, the Pepsi team kept pushing the idea that Pepsi Max was a “manly” diet drink. And so, hundreds of filmmakers shot ads that were aimed at selling Pepsi Max to men. But somewhere along the way, Pepsi must have changed their marketing strategy for Pepsi Max. Because when they announced their finalists, 4 of the top 5 videos were clearly aimed at selling Pepsi Max to women. That upset quite a few people. But that was nothing compared to the backlash when fans actually watched Pepsi Max’s finalist choices. Two of them were embarrassingly bad and a third ad was very-expensive looking but it wasn’t especially funny. It aired during the big game and scored 24th on the USA Today Ad Meter…which I believe makes it the worst performing CTSB ad ever.
So Pepsi’s Top 5 were just not on par with the kind of ads that Doritos always picked. There were only two 2011 Pepsi Max Crash the Super Bowl finalists that I personally liked. One was “Love Hurts” and the other was this ad entitled, First Date:
One thing the Pepsi Judges did that kind of impressed me was that they weren’t afraid to pick ads that didn’t have high-end production values. (Of course, I think this strategy backfired in one or two cases) First Date doesn’t look super slick and it wasn’t shot with a $18,000 Red Camera. The thing it has going for it is great writing. It’s clever and interesting and it’s aimed at both women AND men. And best of all, it’s TRUE. People connect with this idea because they have probably been in situations like the one depicted in the video. First Date wound up airing during the Super Bowl and despite the fact that this ad only cost about $25 to make, it was ranked the #7 best ad of the night on the USA Today ad meter poll. It just goes to show you that good writing conquers all.
The man behind First Date is named Kyle Stafford and he plays “the guy” in the commercial. It turns out that Kyle is a fan of VCN and he graciously agreed to answer some questions about his Crash the Super Bowl experiences. And now, on with the interview:
VCN: So Kyle, tell us about yourself. Where are you from? What do you do for a living?
KYLE: I am from Northern California. A place called Rohnert Park, north of San Francisco. I graduated from UC Santa Barbara and came straight to LA to become a world famous writer/producer. Ten years later and I am now an Editor over at Warner Brothers. It’s actually not a bad gig, but I still write/produce on nights and weekends.. I am married and we have 2 sons. And they are actually all in this years CTSB commercial.
VCN: Do you enter a lot of video contests?
KYLE: This year will be out 4th year entering the Crash contest. Last year we actually made 3 commercials, 2 for Pepsi Max and 1 for Doritos. But besides this contest, we don’t really enter other contests.
VCN: Do you remember why you entered the contest last year?
KYLE: We actually were not going to enter last year, because we had entered the 2 previous years and thought we had pretty good entries and never got in, so we were all stubborn, like “screw it” we don’t need them. Then we came to our senses and realized we did need them and we ended up making 3 spots. We actually thought a different entry was going to be the finalist. A spot called Pepsi Wedding, which you had in your Top 30 list. So when they called and said it was for First Date we were all kind of shocked.
VCN: Tell us about how you created First Date.
KYLE: A couple of friends and I have a comedy/skit website called GoodLookingLiars.com, so we had been making content on and off together for about 2 years when we decided to enter the contest again. We hadn’t really put any thought into the commercials since we were not going to enter anything, but then when we decided to enter, we had almost no time, so we had to act quick. I got the idea in LA traffic, during an especially awful stretch on the 405. I just remember it making me laugh, so I called Nick Simotas and Robby Wells right away and told them the idea and they both laughed. Then I called my wife and she said there was no way we could say that during the Super Bowl. That’s when I knew we were going to make it. The ad cost about 25 dollars to make. We got the restaurant for free, got friends to be extras and shot the whole thing in about an hour. It isn’t the most complex commercial in the world, with no production audio and really only 3 camera angles. The 25 dollars was just to buy frozen dinners to put food on the plates as well as a pack of gum so the whole cast and crew could partake in a good chew. The actress opposite me is Julia Bellows, she is a super funny friend of ours that we have used in a bunch of our stuff.
VCN: How and when did you find out that you made the 2011 finals?
KYLE: The people at Pepsi called us about 3 or 4 days before they posted the results…. The only reason they tell you in advance is to make sure you have all the correct actor/location releases and paperwork before they go through the process of making you a finalist. I was actually at work when they called, and we were not allowed to tell anyone until they posted, so I had to sit at work the rest of the day with this huge dopey grin on my face and I couldn’t tell anyone why.
VCN: Did Pepsi Max ask you to keep the news to yourself? How did your friends and family react when they heard the news?
KYLE: Yeah, we were asked to keep the news under wraps until they posted the finalists. I think my friends and family thought I was kidding, most probably did until the second they saw it actually air during the game. Good thing my face was on it or nobody would have ever believed me.
VCN: How was your trip to the Super Bowl?
KYLE: Trip to the Super Bowl was amazing, we got to sit in a luxury box at the 40 yard line with catering and free booze. Dallas was freezing though, Pepsi had actually planned a bunch of cool events and parties to go to, but we had to cancel a good amount because it was really hard to get around, but we got to go to the Pepsi Jam concert thing with Kid Rock and Duran Duran. So the whole trip was pretty surreal, being whisked away to events and having VIP passes. Usually I am working catering at those things, so it was cool to sit back and enjoy it all.
VCN: Your commercial wound up playing very late in the game. How did it feel when it finally ran?
KYLE: Yeah, they don’t tell you if you’re going to air until you see it on the TV, so every commercial break is pretty intense. They aired 5 of the 6 ads in the first quarter, so only one ad was going to air the rest of the game, so then we had to sit through every commercial break until about the middle of the 4th quarter. They actually ended up airing our ad on the Dallas Stadium jumbo-tron, which is the biggest jumbo-tron in the world I think, so my already giant head was spread out over a 60 yard TV. We actually thought at that point our ad was not going to air on TV, thinking the Jumbo-tron was a consolation prize or something. But then the time came and it aired and Nick and I freaked out and hugged, it was a pretty cool moment. I think Nick had a roll of quarters in his pocket.
VCN: First Date did amazingly well on the ad meter. In came in 7th. Did you expect to rank so high? Even though you didn’t “land in the money” were you happy with how your commercial performed?
KYLE: The ad did a lot better then we thought it would. We didn’t expect it to rank so high, but I think in the sea of slick over-produced ads, I think we were kind of novel in that our ad was so insanely simple and true. The biggest thing we kept hearing was how true our ad was and I think people were laughing at the truth of the guy/girl thing. It’s funny, landing in the money was never even a thought for us, we just wanted it to air, then when we saw we came so close, you start thinking “Damn! We almost got like 400 grand.” and you start to get bummed, but then we shook ourselves and remembered we were at the Superbowl and had an ad that we created that just aired in front of 110 million people and we perked up. And Nick said he had a roll of dimes now.
VCN: Were you surprised that Pepsi Max wasn’t part of the Crash the Super Bowl contest this year?
KYLE: Yeah I was surprised, if you look back at last year, Pepsi had 2 of the top 7 ads on the Ad Meter. If you were a real ad agency and you could point to those kind of results they would be getting bonuses, but I am sure the people at Pepsi Max know a little more than I do about soda marketing, so I am sure they have their reasons. But it sucks having the finalists basically cut into half. Makes it that much harder to win.
VCN: How did making the CTSB finals change your life?
KYLE: Being a finalist in CTSB was a super cool experience, but I wouldn’t say it has changed my life. It is a really nice story to tell and legitimizes us a little with Hollywood producer types, but nobody is knocking down our door for all our content. I got recognized a little right afterward, a few people asked me if I was that guy on TV or I would be at the store and you would see someone staring at me like they knew me from somewhere but couldn’t quite figure out from where. I had a kid want a picture with me at the game. I told him “When you go back through these pictures you are gonna be like ‘Who the hell is this guy in my photo album?”
VCN: Did you enter the contest again this year?
Yeah, we entered in again this year. I included my whole family in this year’s ad. You can tell we broke the bank again on this ad. This one actually didn’t cost anything:
http://www.crashthesuperbowl.
Thanks for your site and good luck to all the entrants. Keep making stuff!!!!
VCN: And thank you for your time. Good Luck this year!
