Doritos – Jack Harlow Super Bowl Commercial
Purpose
For Super Bowl LVII, Doritos wanted to make its iconic triangle shape the star of the show. The campaign, “Try Another Angle,” leaned into comedy and spectacle with Jack Harlow, Missy Elliott, and Elton John. To bring the idea alive on stage, Doritos needed a visual centerpiece that would feel both ridiculous and unforgettable.
The Laser Dorito
That centerpiece was our work: a three-dimensional laser pyramid built around Jack Harlow as he performed with a triangle. The glowing triangular cage wasn’t abstract geometry — it was a literal Dorito rendered in light.
By turning the brand’s shape into a futuristic laser sculpture, we gave Harlow’s performance an over-the-top punchline. The lasers elevated a simple gag into a full-blown spectacle, amplifying the comedy and cementing the Doritos triangle as the unmistakable star of the moment.
Reaction
The ad was widely praised as one of the funniest and most absurd of the night. Viewers recognized the triangular laser structure for what it was meant to be — a Dorito — and celebrated the absurdity of turning it into a high-tech stage effect. Entertainment outlets called the spot “delightfully ridiculous” and the Elton John cameo “a winning surprise.”
Outcome
For Doritos, the campaign achieved exactly what it set out to do: launch a new flavor, dominate Super Bowl chatter, and remind the world that the triangle is theirs. For PRECISION, it was the chance to turn a surreal brief into a giant 3D laser Dorito — a visual gag so bold it became one of the defining images of Super Bowl LVII.
SEE IT LIVE
Book a studio visit to explore ideas in person, or request a quote today. We look forward to delivering signature laser moments for your next project.