A Rhetorical Analysis Essay Project
of 2015 Super Bowl Commercials
By Kyle Scott
English 12 with Mr. Smith at CNHS
Doritos: When Pigs Fly
2015 Super Bowl Commercial
Mr. Smith's English 12 Essay Project
Rhetorical Analysis Essay
By Kyle Scott
When I was fifteen years old my brother told me that I would never beat him in an arm wrestling match. He told me, “in your dreams, Kyle”. That statement damaged my pride as a man. I became self-conscious, so I decided to start working out. When I started noticing changes, I slowly regained my confidence. It was time to challenge my brother again. After one of the longest matches yet, I came out victorious. Just like in the 2015 Super Bowl Doritos commercial, “When Pigs Fly” the underdog came out on top; everyone roots for the underdog. This is the reason why the advertisement is so successful.
The commercial, “When pigs fly” by Doritos, begins at a farm where a farm worker is eating Doritos and a little boy walks up and asks him for some of his Doritos, the worker responds with “when pigs fly.” The kids go and creates a rocket and attaches a pig to it and actually makes the pig fly. The farmer has no choice but to give the little boy his Doritos. This commercial argues that you should never underestimate anyone, even a five year old farmer, especially when coming in between them and Doritos. This argument is extremely effective due to its tremendous emotional appeal to the viewer through the David versus Goliath story of the little boy and the farmer.
The issue is that the little boy hears the denotation of “when pigs fly” and took action. The argument is that Doritos are so good that there can be nothing standing in between him and Doritos, or extreme measures will be taken. It is an amazing story because the boy has absolutely no credentials about rocket science but he did it anyways. The target audience is mostly boys from age ten to seventeen because those are most of the people who eat Doritos, also both of the people in commercial are males. It also targets girls because women will love the cute little boy and if the commercial is cute it will catch their attention. A successful commercial is one that can relate to both genders and have a large target audience.
The writer’s character is very playful and cute because Doritos are usually served at parties and get-togethers. The little boy has no credentials yet his innocence and cuteness make him very likeable. People love to see kid geniuses that outsmart adults. He has so much ambition, he still believes that you can do anything you set your mind to, a trait lost by most as one grows up. He is a young engineer with a very bright future. At the very end when it cuts to a black screen, it says the Doritos slogan, “For the bold”, which says two things: first is your character, only bold people want to experience the flavor that Doritos has to offer, if you’re a bold person come try some; second is flavor, it is so pure and mouth watering that you have to have it. Most of the emotional appeal in this is the use of humor. People who live on farms are usually not educated in rocket science and neither are five year olds. That brings up the main message of the advertisement, anything is possible when Doritos are at stake.
The emotional appeal is the main part of why this commercial is successful. It starts out by showing the farm with cows, tractors, overalls, and a wagon. Then a cute little boy walks up with his glasses on, cute smile, and blue eyes. He’s so innocent that
he takes the “when pigs fly” reference that the worker means figuratively, literally and actually makes one of them fly. The boy is literally the only reason why this commercial is successful. All the appeal is driven by his likability.
In Conclusion, nobody was rooting for me to out arm wrestle my brother and everyone is pulling for the little boy to outsmart the man in the commercial. The broad target audience can’t help but like the boy and it is easy to transfer that likability to Doritos. Everyone roots for the underdog.