Frito-Lay (Doritos)

If you can believe it, Super Bowl pregame hype actually spills over into advertising. This was rumored to be the big spot Sunday, yet I found the idea of a sexy model setting off fire sprinklers with her smoky-flavored chip to be about as cliche as they come. And even if Frito-Lay’s ad agency were determined to play the “smoke” gag, couldn’t they find a more interesting way to do it? Have Jim Carrey’s “Fireman Bill” character bust in with a fire extinguisher. Have Michael Jackson’s people think his hair is on fire again. I don’t know, but find something to differentiate this spot from the one for Victoria’s Secret that ran a few minutes later.