Reverse Engineering: A Breakdown of Two Commercials

 

  Video Audio
1. COMMERCIAL ONE:

Wide Shot. A “fancy” dinner fondue party is taking place.

“It’s all imported cheeses” Referring to the fondue
2. Close up. The character, Mike, is shown holding a cheesy burrito instead of participating in the fondue party. “This is a fondue party, Mike.” –Allen, fancy character

 

“I realize that, Allen” –Mike, burrito lover

3. Close up. Allen’s face is shocked/appalled. Quiet music is playing from the party in the background.

 

4. Close up. Mike is holding his burrito, about to take a bite. “Taco Bell has these new burritos with warm, melted cheese in the center.” -Mike
5. Wide shot. Allen is stirring up the fondue while his other friends watch. Allen is explaining the significance of his fondue, while Mike is explaining why his burrito is just as fancy.
6. Close up. Mike takes a bite of his burrito. Quiet background party music plays.
7. Close up. Allen looks flustered and laughs to himself. He is embarrassed and looking towards his friends. Quiet background party music is still playing.
8. Wrap up. The burrito is shown up close with dripping cheese. Black background. “The best way to serve warm melted cheese is in a beefy burrito.”-Anonymous voice
9. Wide shot. Two burrito options are shown with drinks. Black background. “Only at Taco Bell” is said by an anonymous voice.
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COMMERCIAL TWO:

Close up. Man with excited face is holding a bag of open Doritos. He is shutting the glass door in front of him.

 

“Oh babe, check this out!”-Man holding chips.

Dramatic music begins to play

12. Close up. Pug dog is running quickly from the yard, he has a very serious look on his face. The dramatic music increases in volume and the audience can hear “who’s a good boy?” and “come on!” as the man calls out to his dog.
13. Wide shot. The man is now dancing with excitement as he stares out the window, taunting his dog. The music continues to increase in volume. The man’s voice is saying taunting things to his dog, such as, “you want the Dorito?”
14. Close up. The man’s wife is sitting on the couch. Her expression is showing disapproval. The woman’s voice is heard saying “Babe, don’t hurt my dog”
15. Close up. The pug has picked up speed. He continues to run towards the door in slow motion. He is now licking his lips. Dramatic music ensues.
16. Close up. The man is overly excited, dancing, and wide-eyed. He is having fun as he teases the dog. The man is saying a lot of things like “come get the chip!”
17. Back and forth images of the man’s excited face and the pug’s determined expression. Dramatic music plays.
18. Wide shot. The pug jumps and knocks down the glass door, pushing the man to the ground underneath it. The dog then proceeds to eat the Doritos. Glass shatters and dramatic music continues to play.
19. Black background. The Doritos logo appears. A loud chomping noise is heard.
20. Close up. The pug is now happily eating the opened bag of chips while the man lies on the floor, defeated. Happy chomping noises are coming from the dog as he eats.
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Side Notes:

The first commercial is from Taco Bell and can be viewed here: https://www.youtube.com/watch?v=KafunTAlIGM

 

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The second commercial is an oldie but a goodie. This is from the 2011 Super Bowl and is a personal favorite. It’s a Doritos commercial featuring an ambitious pug. It can be viewed here:

https://www.youtube.com/watch?v=0kfLd52jF3Y

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