What Flavor Are You?

What Flavor Are You?

2010 Crash the Superbowl

We’re at it again.  Doritos announced in late September that they were doing the Crash the Superbowl contest again.  With the success it’s been, why wouldn’t they?  I had a lot of fun last year pulling an entry together at the last minute, and worked with some great people and decided to do it again this year.

I developed the concept with my voice actors from last year’s entry, Michael Musa and Steve D’Arcangelo, based on the idea that there is a personality for every flavor of Doritos.  The script came together pretty quickly, but the actors really shined, bringing energy and ideas that made this shoot the most fun I’ve had in a while.

After finishing the initial spot I realized that I had a lot of great material, both planned and improvised that I couldn’t fit due to time in the original version.  I hated it not to see an audience so I re-purposed the concept and footage of the personalities to make two more commercials which I think are equally as strong standing on their own. We’ll find out the first week in January who the finalists are, and if we’re among them.

EDIT 1/3/11 – Since the finalists have been announced I now have the videos embedded here.

Below are links to each of the commercials we submitted for Crash the Superbowl 2011.  I wasn’t able to embed them in the website this year, so you’ll need to sit through or skip the website intro video to get to the actual commercial. If you have any trouble simply type the title of each one into the search bar in the gallery.  Please comment if you can on each one to let me know what you think.  It will also help raise our profile.

What Flavor Are You?

Original link: http://www.crashthesuperbowl.com/#/gallery/?video=2583

Sweet N Spicy

Original link: http://www.crashthesuperbowl.com/#/gallery/?video=2588

Say Hello To My Cheesy Friends

Original link: http://www.crashthesuperbowl.com/#/gallery/?video=2595

Credit where credit is due:

  • Concept by: Paul Cuoco, Steve D’Arcangelo, and Michael Musa
  • Shot, Cut, Directed by: Paul Cuoco
  • Production Design: Steve D’Arcangelo


  • Michael Musa as The Flavor Technician
  • Matt Mangum as The Cool Rancher
  • Peter Tinari as Cheesy
  • Dara Cuoco as Sweet N Spicy
  • Lab Extras: JK Koepfli, Steve D’Arcangelo


  • Horse Ranch courtesy of Amanda Buchan
  • Hot Tub courtesy Steve Czarnecki

A special thanks to my crew who donated their time and energy:

Alex Pino, Drew MacDonald, Peter (and soon to be) Angela Tinari, and JK Koepfli.

If you’ve read all this as opposed to skipping to the video, then double thank you.

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There are 14 comments on this post
  1. Katy
    November 16, 2010, 9:01 pm

    Looks great. Love the actress, you should marry her. 😉

  2. Billy
    November 16, 2010, 9:02 pm

    lol Definitely Sweet N Spicy is the best….

  3. Katy
    November 16, 2010, 9:04 pm

    I love them! I see Doritos loving them, they could have a series of these. Great marketing idea!

  4. Jeff
    November 16, 2010, 9:06 pm

    “How you doin!” 😉

  5. Carol-Ann
    November 16, 2010, 10:03 pm

    Wow!! They look great! And I LOVE Dara’s cameo 😉

  6. keith
    November 16, 2010, 11:05 pm

    Pauly…great production value and I felt like I was watching a Superbowl Commercial. Nicely done buddy. Truly…

  7. kristi
    November 17, 2010, 7:22 am

    I loved the extended version of “sweet and spicy” came out great!!

    • November 17, 2010, 10:13 am

      Sweet N Spicy has taken the lead in number of views out of these 3. Perhaps it’s Dara with the whip in the thumbnail?

  8. Jill
    November 17, 2010, 8:01 am

    Awesome Paul!!!

  9. Mike Musa
    November 17, 2010, 9:06 am

    Paul – I think Disco Pete is getting a bit of a female following…..

  10. Daryl
    November 19, 2010, 11:22 am

    Awesome! I loved “What flavor Are You” best with all three. Seems to pack more punch.

    Did you shoot this with your 7D? What other gear did you use, and what was your workflow?

  11. Erik
    November 23, 2010, 3:52 pm

    Would love to hear more about the workflow! Did you use built in 7D audio with some sort of AGC disable or go dual system?

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