A team of talented USC students has made headlines as one of three finalists in Doritos’ “Crash the Super Bowl” competition, earning a shot to have their commercial aired during Super Bowl 59 and the chance to win a $1 million grand prize.
Meet the Team Behind “The Barbershop”
The commercial, titled “The Barbershop,” was co-directed by Zach Shenouda and Ryan Robinson, Southern California natives and seniors at the USC School of Cinematic Arts. The duo has been collaborating since their sophomore year of high school, where they bonded over a shared passion for filmmaking.
Via McBride, one of the project’s producers, joined the pair at USC and worked with them to create the commercial. Though this is only her second formal project with Shenouda and Robinson, their creative synergy helped bring the ad to life in record time.
The Doritos Competition: A Return to Creativity
Doritos’ “Crash the Super Bowl” competition, originally launched in 2006, has become a platform for showcasing young talent. The contest ran annually for a decade before being paused in 2016. Its revival this year offers emerging creatives the opportunity to display their work on the grandest stage in television.
Shenouda, Robinson, and McBride’s “The Barbershop” is a humorous take on the universal experience of getting a haircut. “We asked ourselves, what’s the worst thing that could happen at a barbershop?” Shenouda explained. The ad delivers a bold, unexpected twist, staying true to Doritos’ tagline: “Be Bold.”
Production on a Tight Timeline
With just two and a half weeks to produce the commercial, the team raced against the clock to make their vision a reality.
- Securing Locations: The crew spent hours calling barbershops across Los Angeles to find the perfect filming location.
- Building the Team: The production relied on a mix of friends, family, and community members, including a guidance counselor and a friend’s dad, to form the crew.
- Creative Execution: Drawing inspiration from past Doritos ads like “Cowboy Kid” and “Doritos Ultrasound,” the team delivered a playful, bold concept that resonated with audiences.
Guerilla Marketing on Campus
Since being named a finalist, the filmmakers have launched a creative marketing campaign on USC’s campus. They’ve attended classes, parties, and popular campus spots dressed in Doritos merchandise to drum up support for their ad.
“We knew our strength was going to be on the ground and using USC,” Robinson said. Their grassroots efforts aim to rally daily votes for their commercial before voting ends on Jan. 28.
The Stakes Are High
The Super Bowl remains the most-watched broadcast in the U.S., with the 2024 game drawing 123.7 million viewers. Winning the Doritos competition would not only grant the USC filmmakers massive exposure but also allow them to fund future creative projects.
If “The Barbershop” wins, the filmmakers plan to pay back their crew and reinvest the prize money into their first feature film.
How to Support the Team
Fans can vote daily for “The Barbershop” until Jan. 28. Every vote brings the USC team closer to achieving their dream of airing their commercial during Super Bowl 59.
With their bold concept, determination, and innovative marketing, these USC students have made an impressive leap toward the spotlight. As the competition heats up, their ad “The Barbershop” exemplifies creativity and ambition, embodying the spirit of Doritos’ “Be Bold” message.
