The TV Decoder blog (New York Times) has a new article up about Stephen’s relationship with Doritos:
Again, It’s (Dorito) Colbert Nation
By Stuart Elliott
Stephen Colbert and his merry brand of product-placement pranksters are at it again.
“The Colbert Report,” Mr. Colbert’s mock news show on the Comedy Central cable network, is teaming up with the Frito-Lay division of PepsiCo for a second round of spoofing of branded entertainment and product placement.
. . .
Round 2 began this week, when Mr. Colbert announced that “The Colbert Report” would travel to Philadelphia from New York for four shows from April 14 through April 17. This time, a new Doritos flavor, Spicy Sweet Chili, is the title enabler of the trip: “The Colbert Report: Doritos Spicy Sweet Pennsylvania Primary Coverage from Chili-Delphia — The City of Brotherly Crunch.”
When Mr. Colbert announced the visit to Philadelphia, which will mark the first time the show is taped outside New York, dozens of bags of Spicy Sweet Chili Doritos fell from the ceiling of his studio. He tossed bags to members of the audience, opened one and ate some chips.. . .
In both instances, Frito-Lay is not paying for the sponsorships. One reason is that under federal election laws, PepsiCo could not sponsor a candidate’s bid for office, whether satirical or real.
Another reason is that the idea to send up brand integration came not from Frito-Lay or OMD but from Mr. Colbert and the writers of “The Colbert Report.”
“It wasn’t an ad buy,” said Jared Dougherty, a spokesman for Frito-Lay. “It’s driven by the creatives at the show.”
“We couldn’t be happier,” he added.
. . .
[Mock-indignation] I’m appalled! If Doritos isn’t paying for the airtime, then I’m not sure Stephen’s really getting enough out of this deal. Doritos should at least put his face on its packaging or something. I mean, that could only help their sales, right? I think Ben & Jerry might agree …
Yes, they should TOTALLY put his face on their bags. I’d buy zillions more of them.
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Seriously Frito-Lay? You’re passing up a major advertising opportunity. I mean, for cryin’ out loud…they mock-named Philly with Doritos in mind (Chili-Delphia). *shakes head in disbelief* The marketing dudes are totally snoozing at the wheel with this one.
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I don’t really eat doritos that often, but I would probably eat them more often if they had his face on the bag. lol.
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Me too Amanda. I wonder if the Doritos people know how much more Doritos they will sell now. I started eating them during his campaign last year. I lauged at “Chilli-Delphia. The city of brotherly love”.
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brotherly crunch I mean.
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I don’t understand why Frito Lay can’t (shouldn’t) pay for the show’s expenses in Philly, Stephen is no longer a candidate.
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I think it’s hilarious that he ‘shills’ for doritos for free.
This way, in theory, since there’s no actual contract/quid pro quo, he doesn’t owe doritos anything. He can do as he likes.
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If Stephen’s face was on the bag I might actually try something that makes him wince on camera xD
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@vigwig-maybe they are and are just putting out contrary statements so no one asks questions,i`m afraid i`m not an “it getter” in this instance ,its not that funny is it?
Maybe its a cultural thing and me being english is just why i dont get it?
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I think it just makes everything simpler for both of them if they don’t have a contract. Doritos isn’t going to complain because they’re getting free advertisement, and Stephen and the writers don’t have any requirements as to when and how much they put the product in the show. In a way, I guess since they’re making fun of product placement, by having a contract, it would turn it into real product placement instead of a joke, defeating the purpose.
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It also leaves him free to say things like “4 more years! … in my intestinal tract.” and “Those things really dehumidify the mouth.”
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@ Amanda and Danika,
I agree, I think that what Stephen and TCR are doing is making fun of product placement; the article pretty much says so. And it’s hilarious that he can say just about whatever he wants to about the product, no strings attached.
The prominence of certain sponsorship deals is pretty funny to me, anyhow. I think my favorites are some of these various brands sponsoring sporting events. I used to joke with some of my male friends (the college football fans) that if I had unlimited resources, one of the things I’d do for fun would be to get a feminine hygiene product to sponsor a championship bowl game. That way, these teams that are knocking themselves out to get to a bowl game would have to decide which meant more to them: (1) playing in a bowl game or (2) sitting it out, but never having to admit that the game in question was sponsored by Tampax or something equally fun.
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Lol Ms I, that would be hilarious. I was actually watching a hockey game on tv last night (don’t ask me why, I just love hockey… GO HURRICANES!… ahem…) and there was a commercial for life insurance and I found it really funny that they’d have an advertisement for life insurance during a game where they’re beating the snot out of each other.
Tampax should get into sponsoring things like football and other “manly” sports. Better yet, something like Vagisil or other “feminine product”.
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I love this bit, not only as someone who finds it hilarious (I crack up when Stephen eats the chips!) but as someone who just took a mass communication law class last semester. I was watching Stephen’s presidential campaign and thinking, “Wait, I don’t think he can legally do that!” Now that I know the truth, I can’t help but think, “That law stuff really IS coming in handy…but probably not for the right reasons…” ;)
Love this blog, by the way!
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And who should sponsor female sports? Old Spice?
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Speaking of sponsorship, did anyone else happen to see the Richard Simmons “Sweatin’ to the Oldies” commercial during the Report?
That raised an eye brow for me considering the leading demographic of Stephen’s audience. What is it again –males, ages 18-30?
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Anybody want some Aqua Colbert? Great product placement joke.
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One of the best field pieces EVER!!!!!
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@ Ms. I,
That is a wonderfully hilarious idea…I think female hygiene product as a NASCAR sponsor would be appropriate as well…how about the Summer’s Eve car? Hehhee…
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Good idea Lisa, you could get Dick Trickle to drive the Summer’s Eve car and I could get you tickets to the Tampon 200 NASCAR race by pulling some strings for you *weg* Git-R-Done!
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@ Argon,
LOL!!! I always laugh at the great misfortune of Dick Trickle’s name…I’m sorry, but weren’t his parents paying attention at all when they named him?
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@Lisa:
How about Brent Butt? He’s a leading Canadian comic with a top-rated show (CAN) Corner Gas that is clean, low-key, and hilarious. To be a big guy with a big head named Brent Butt, a position in the humor arts must have been his destiny.
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