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NEW YORK — Missy Elliott is partnering with Doritos Collisions for a multiplatform campaign including TV spots, an online interactive experience and an exclusive track that will not be commercially available.
The Grammy-winning artist began filming the TV spot Friday in Los Angeles, sources said.
In the TV spot that debuts Sept. 17, Elliott is seen working on a new track and then pausing to snack on Doritos Collisions chips. Inspired by the two different-tasting chips in the same bag, Elliott has an epiphany: Her song needs two different musical styles. So she immediately injects her hip-hop track with a little bit of country twang.
The campaign was created by the Goodby, Silverstein & Partners agency. Doritos brand manager Rudy Wilson said the campaign’s multimillion-dollar media buy is the brand’s biggest advertising spend of the year outside of the Super Bowl.
Elliott’s manager, Mona Scott of Violator Management, said the campaign offered her client the perfect creative outlet. “The whole idea of the mashup is so prevalent and popular in music today,” Scott said. “It’s so Missy. And the fact that the campaign takes place in a studio means that Missy remains in her element, which makes the whole thing authentic.”
But Scott said that there was another important element that helped cinch the deal: “The TV portion is fine, but the Internet element provides us with a great backend,” she said. A link takes fans to Elliott’s Web site, where they learn more about the artist and her forthcoming new album (tentatively titled “The Countdown”), set for release in December from the Gold Mind/Atlantic Records. “We see this as a great way to further maximize Missy the artist and the new album.”
Wilson called the online experience “a bold, intensive experience for our consumers.” Visitors logging on to SnackStrongProductions.com will be encouraged to create their own mashups (or “collisions”), using Elliott’s track as the foundation. Completed mixes can be posted and shared in a gallery on the site. Five winners — with prizes still to be determined — will be selected.
Elliott fans visiting the site also can interact with the artist, Wilson said. “If you press the ‘help’ button, Missy will give you a few tips and pointers.” The online platform also will contain exclusive footage of Elliott.
The original track, created by Elliott especially for Doritos, will not be commercially available and will not appear on her new album. Still, it could be expanded into a full track, Scott said.
“We’ve already started exploring ways to further Missy’s relationship with Doritos,” she said. “So this piece of music could be developed into a full song for an upcoming Doritos campaign. The possibilities are many.”
Michael Paoletta is a senior correspondent for Billboard.
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