Don’t try this at home...

…unless you’re thinking about creating a Super Bowl commercial. It never ceases to amaze me how important copy is… or, in this particular situation, the story. Dog knocks off the neighbor's cat. Male dog owner catches dog burying the evidence. Dog bribes owner with a bag of Doritos, then has to increase the bribe when dog owner’s wife gets suspicious. Classic Mickey Spillane, right?

Besides being one of the most memorable and highly rated (in USA Today's Super Bowl Ad Meter) commercials in last night’s Super Bowl, it was written by an outsider, someone who entered this year’s Dorito commercial contest. Amazing how this commercial stood out while surrounded by big budget, big special effects, big name, and in some cases – big "skin" productions. Sometimes all of that “bigness” gets in the way of the message. In fact, too often these days, the bigger the production, the smaller the message …or worse, no message at all – not even a mention why anyone would want to buy the product in the first place. Doritos big message? They taste so good, a dog can get a man to keep “their” secret from his wife. Meow.

In case you want to watch it again, here's the link.