For 10 years, the brand has built "Doritos, For The BOLD," a statement that encourages young people to dare to pursue what they want with courage and tenacity. However, it understood that the main factor that stops its audience (the centennials), is the fear of failing and the social judgment in the face of it.

It was crucial for Doritos, an icon of inspiration and boldness, to attack this tension. Thus, during 2021 and 2022 under the concept “Dare to fail”, the brand redefined failure.

For the evolution of 2023, the opportunity of the campaign was to build a deeper and more meaningful emotional relationship with the target, and to increase the affinity and consideration of the brand. The challenge was to make Doritos the main ingredient in the story that gives young people the confidence to go for what they want.

The film shows the daily challenges and fears of Gen Z, portraying them as ghosts that haunt them, stop them and generate insecurity: the ghost of rejection, of null talent or of unfollow.

Doritos empowers them to go for what they really want, so instead of being overwhelmed by failure, they chase away their inner ghost, laugh and move on.