Food In Canada

Doritos urges consumers to embrace the ‘triangle’ in new Super Bowl ad

February 9, 2023  
by Food in Canada Staff

Bake & Snack Food
PepsiCo Foods Canada

Doritos is embracing the triangle – the shape and the unappreciated musical instrument – in its Super Bowl return, encouraging fans to try another angle. Its Super Bowl TV commercial spotlights rapper Jack Harlow struggling to find originality for his next track. Drawing inspiration from the shape of his favourite snack – Doritos Sweet & Tangy BBQ – Jack transforms his music with the tune of a triangle instrument. He is joined in the spot by music icons Missy Elliott and Elton John.

“Doritos’ mission to try another angle really resonates with me, whether it be pursuing a new artistic challenge like acting or working on a new sound with my own music,” said Harlow. “Missy Elliott and Elton John are two people who have inspired me for years, so it was an honour to work with them on another timeless Super Bowl ad.”

After dropping three teaser videos in recent weeks, which hinted at a Doritos-inspired collaboration among music legends, the brand has released its full commercial, Jack’s New Angle.

“Doritos has a long history of surprising fans with the unexpected through bold Super Bowl commercials,” said Jess Spaulding, CMO at PepsiCo Foods Canada. “Since music is a way of life for Doritos fans, the brand teamed up with musical icons to inspire fans to try another angle and break out of the norm. We’re thrilled to bring this campaign to Canada for the Super Bowl.”


New Doritos Sweet & Tangy BBQ flavoured tortilla chips are available throughout Canada for a limited time only (January 22 – May 12, 2023).


Stories continue below