Description
Doritos has launched a new global campaign, ‘The Crunch Prix’, as part of its official partnership with Formula 1. Created by Goodby Silverstein & Partners, the campaign links Doritos’ signature crunch and bold flavour with the speed, drama and sensory intensity of Formula 1, bringing fans closer to the excitement of race day whether they are trackside or watching from home. It is the latest instalment in the brand’s global Taste the Thrill platform, which aims to bring the sights, sounds and energy of the sport into everyday snacking and mealtime moments.
Directed by Antoine Bardou-Jacquet, with VFX by Untold Studios, the hero film takes inspiration from fans who watch Formula 1 from the couch and turns that familiar ritual into a full-scale racing spectacle. Using the visual language of Formula 1, from lights out and overtakes to pit stops, gravel traps and photo finishes, the spot transforms the simple act of eating Doritos at home into a high-speed, dramatic race experience. The campaign also leans into authenticity through commentary from Sky Sports F1 lead commentator David Croft, while Spanish-language versions for LATAM feature Formula 1 commentator Fernando Tornello.
The spot premiered ahead of the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026 and will roll out globally across social and out-of-home. Supporting stills extend the creative idea by showing fans experiencing the thrill of the race from their own ‘race seat’, with beanbags and floral couches reimagined as Formula 1 machines. Together, the campaign captures the energy, spectacle and passion of the sport while positioning Doritos as part of the race-day experience.
This professional campaign titled 'The Crunch Prix' was published in United States in July, 2026. It was created for the brand: Doritos, by ad agency: Goodby Silverstein & Partners. This Film and Integrated media campaign is related to the Candy, Snacks and Food industries and contains 1 media asset. It was submitted 16 minutes ago.
