{"id":39007,"date":"2026-08-06T13:01:02","date_gmt":"2026-08-06T20:01:02","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=39007"},"modified":"2026-08-06T13:01:03","modified_gmt":"2026-08-06T20:01:03","slug":"the-fast-lane-to-attention-how-viewers-responded-to-doritos-loadeds-f1-fueled-ad","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-fast-lane-to-attention-how-viewers-responded-to-doritos-loadeds-f1-fueled-ad\/","title":{"rendered":"The Fast Lane to Attention: How Viewers Responded to Doritos Loaded&#8217;s F1-Fueled Ad"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">PepsiCo Food Ventures has introduced a global advertising campaign for Doritos Loaded, bringing together Michelin-starred chef Gordon Ramsay and Mercedes-AMG PETRONAS Formula 1 driver George Russell. Centered around precision under pressure, the spot features Ramsay preparing dishes inside a high-speed runaway food truck driven by Russell.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The high-octane commercial marks a key milestone in expanding the Doritos Loaded meal platform. Beyond the screen, the partnership includes an eight-recipe rollout created by Ramsay for restaurant operators worldwide and Formula 1 Fan Zone food trucks, featuring initial creations like the Doritos Loaded Hellfire Chicken Nachos.<br \/><\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the spot.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8-1024x576.png\" alt=\"\" class=\"wp-image-39018\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120546\/image8.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :40 &#8220;Formula 1&#8221; was a very strong creative for Doritos, landing in the 90<sup>th<\/sup> percentile of all candy &amp; snack ads over the past year within the broad gen pop audience, and easily outpacing category benchmarks across nearly every performance metric:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Of course, the characters stood out in the Ramsay-fronted spot, rated by viewers as the Single Best Thing about the ad by 17% (above the 11% average for the category), with the fast-paced visuals supporting. Together, these aspects assured above-norm breakthrough (Attention and Likeability).<br \/><br \/><\/li>\n\n\n\n<li>The Funny adventure appealed across generations and gender, with the audience finding the spot particularly new\/different (Change). Although the product itself was not cited as SBT quite as frequently as in the typical snack spot, the ad didn&#8217;t just entertain\u2014it communicated the brand story clearly as &#8220;Doritos&#8221; featured prominently in the Viewer&#8217;s Voice verbatims; the brand was present and noted by viewers.<br \/><br \/><\/li>\n\n\n\n<li>An above-benchmark 82% successfully recalled Doritos on an unaided basis after a single exposure, and an encouraging 69% reported higher likelihood of purchase (to outpace norms by +9 pts). However, only 11% recalled the full Doritos Loaded product name.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"927\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b-1024x927.png\" alt=\"\" class=\"wp-image-39015\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b-1024x927.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b-300x272.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b-354x320.png 354w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b-768x695.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b-1536x1390.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120535\/image5b.png 1981w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Early sightings of both the Doritos bag and Ramsay, along with the pulsing soundtrack, ensured early engagement, which remained at a high level across males and females through the end of the spot:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, 18-35 engagement dropped and did not come back to the same level after the first F1\/race driver sighting (George Russell not yet being identifiable).<br \/><br \/><\/li>\n\n\n\n<li>Viewer sentiment on the :40 &#8220;Formula 1&#8221; confirms that this spot delivered the entertainment viewers are seeking, but this success caused some product clarity weakness.<br \/><br \/><\/li>\n\n\n\n<li>Gordon Ramsay&#8217;s celebrity presence was the single most commented-upon element, and as intended, his involvement lent credibility and premium positioning to the new product line and Doritos brand.<br \/><br \/><\/li>\n\n\n\n<li>While a smaller subset, George Russell recognition added credibility among racing fans who recognized his appearance and\/or name while non-racing fans did not register this celebrity.<br \/><br \/><\/li>\n\n\n\n<li>Still, the action-packed Formula 1\/racing visuals were attention-grabbing, engaging, and memorable within the category. However, for some audience members, this same aspect resulted in a loss of the product or specificity surrounding the Doritos Loaded line. These viewers left entertained but uncertain about what exactly was new.<br \/><br \/><\/li>\n\n\n\n<li>The spot landed as Funny due to the clever writing specific to the F1 partnership and differentiated the brand accordingly, allowing for dual demographic targeting (food\/racing enthusiasts) as well as broad gen pop.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"423\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9-1024x423.png\" alt=\"\" class=\"wp-image-39019\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9-1024x423.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9-300x124.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9-640x264.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9-768x317.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9-1536x634.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120548\/image9.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"453\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3-1024x453.png\" alt=\"\" class=\"wp-image-39013\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3-1024x453.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3-300x133.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3-640x283.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3-768x340.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3-1536x679.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120529\/image3.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on the &#8220;Serena Eats Real&#8221; :30 among viewers with incomes $40K+<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI am extremely shocked that Gordon Ramsay, the most popular chef in the world, made his appearance in this ad.\u201d<br \/><em>Male 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cExciting to see Chef Gordon in the ad. It makes the brand look fresh and new.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSo cool having Gordon Ramsey and George Russell in the same commercial.\u201d<br \/><em>Male 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI didn&#8217;t understand what was happening and after watching it, I still don&#8217;t know what Doritos Loaded is.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis is one of the best ads I&#8217;ve ever seen, like, \u2018Who taught you how to drive???\u2019 Amazing. I giggled at that. This was a very fun ad and I love it.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cHaving one of the best, if not the best, chef ever doing a promo for Doritos is awesome.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAction packed and recognizable characters, but it went by too fast. I could not tell what the product was.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt made me laugh in a good way. I love Doritos to begin with so it was easy for me to like the artistry and fun.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cGenius! I can watch this time and time again. Absolutely amazing. Doritos are awesome.\u201d<br \/><em>Male 18-35<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI liked the ad. I know it was Doritos, but sorta confused.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cCreates excitement for new flavor. Having a celebrity chef elevated the product.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI like it. Never heard of loaded Doritos, but they looked delicious.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDoritos is a good brand and I love that they made the food and put it together in the Doritos bag. I also like Chef Gordon Ramsay and the food he makes. It was a cool video with great visualization and got my attention.\u201d<br \/><em>Female 18-35<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The celebrity chef&#8217;s &#8220;Next Level Butter&#8221; January 2026 spot for I Can&#8217;t Believe It&#8217;s Not Butter also earned high marks from consumers as did the &#8220;Who Could Cook at a Time Like This?&#8221; :60 for Uber Eats (dropped 6\/10\/26); while popular, the brand might watch for over-saturation as they continue this Ramsay partnership:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Each of the brands capitalized on the chef&#8217;s well-established credibility to carry over onto their product(s) while also making his acerbic personality integral to the narrative itself, which delighted audiences.<br \/><br \/><\/li>\n\n\n\n<li>These other brands saw viewers zero in even more on Ramsay (characters) but the brands and\/or products themselves were even less forward. Doritos seems to have achieved a successful balance of celebrity, visuals, and a product-centered narrative that worked.<br \/><br \/><\/li>\n\n\n\n<li>Comparisons below are indexed to the All Industries one-year norm to allow for cross-category insight.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"503\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b-1024x503.png\" alt=\"\" class=\"wp-image-39017\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b-1024x503.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b-300x147.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b-640x315.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b-768x377.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b-1536x755.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120542\/image7b.png 1996w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"518\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b-1024x518.png\" alt=\"\" class=\"wp-image-39011\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b-1024x518.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b-300x152.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b-633x320.png 633w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b-768x388.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b-1536x776.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120525\/image1b.png 1994w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"503\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b-1024x503.png\" alt=\"\" class=\"wp-image-39014\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b-1024x503.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b-300x147.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b-640x314.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b-768x377.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b-1536x755.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/08\/06120532\/image4b.png 1995w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Formula 1&#8221; easily outpaced Monster&#8217;s :30 &#8220;Unleash the Beast: Different&#8221; from May of this year whether evaluating response across the full broad audience or within followers of specific sports:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>This energy drink ad featured multiple sports and visuals including various racing scenes (McLaren for F1) in a fast-paced, flashing visual presentation.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: PS21<\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PepsiCo Food Ventures has introduced a global advertising campaign for Doritos Loaded, bringing together Michelin-starred chef Gordon Ramsay and Mercedes-AMG PETRONAS Formula 1 driver George Russell. Centered around precision under pressure, the spot features Ramsay preparing dishes inside a high-speed runaway food truck driven by Russell. The high-octane commercial marks a key milestone in expanding&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":39026,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"class_list":["post-39007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv-ad-insights","tag-creative-outcomes"],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=39007"}],"version-history":[{"count":4,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39007\/revisions"}],"predecessor-version":[{"id":39030,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/39007\/revisions\/39030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/39026"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=39007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=39007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=39007"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=39007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}