For years, Doritos had been the hottest chip brand on the market. Category dominance. Groundbreaking advertising. And a consistent, powerful positioning around unleashing the inner bold of young adults.

But in the fall of 2017, things were starting to shift. The competitive set had almost doubled and

upstart competitors were growing faster than Doritos, especially with younger buyers.

The brief was to reboot Doritos for a new generation.

Our objectives: stabilize the core Doritos business and earn talk value amongst young adults.

We would measure success in two ways, PR and long-term sales.

How do you make an ad campaign for a generation that hates ads?

You make the anti-ad campaign.

No logos. No branding. And you launch it without ever saying the name of the product.

You wipe logos off social media, becoming the first brand to go totally brandless on Instagram, Facebook and Twitter. You make your URL one simple triangle emoji. And TV? Just a spoken word poem with some crazy visuals courtesy of legendary music video director Dave Meyers—no product plugs necessary. Pretty soon, the whole world is saying your name. Even if you aren’t.

That’s some s&* only an iconic brand can do.

When you make an ad with no logos, no branding, and no product, what’s left?

The writing.

Our spoken word poem, an homage to the beat stylings of The Last Poets and Allen Ginsberg, gleefully bobbed and weaved around the one word knocked out of our script: Doritos. Jamaal Fields-Green, star of the Hamilton touring cast, breathed life into the copy with a knowing swagger that dared audiences to miss the point. Visuals pushed and pulled at the script at each turn, creating a synergy that even the most distracted millennial couldn’t ignore.