SYDNEY: He has survived a fall from a faulty exit on a plane, overcame hypothermia after the train he was on derailed into a near-frozen river and has escaped a burning car twice. The SmithÕs Snackfood Company has chosen the worldÕs unluckiest man, Croatian Frano Selak, to reinforce how easy it is to be a winner in its Doritos MegaWhat promotion, which goes to air on 12 April. Created by Clemenger BBDO (Sydney), the six-month $2.3 million promotion has adopted a different approach to achieve cut-through in a cluttered market, according to Doritos product manager Sam Critchley. ÒWe are really looking for stand-out, particularly within the teenage market where thereÕs so much clutter with constant promotions,Ó she said. Doritos targets 15 to 24-year-olds, with a male skew. The promotion premieres one month after three newly-launched Doritos flavours hit the shelves in supermarkets, and aims to reap $6 million in sales in 12 weeks, according to Critchley. With one in four packs of the three Doritos flavours delivering instant prizes, the campaign strategy centres on the notion that you donÕt need to have much luck to win. With the help of Google and some international detective work, the Clemenger creative team of Justine Rowley and Rohan Young tracked down Selak in the Croatian village of Petrinja. ÒWe typed ÔunluckyÕ into Google and he popped up,Ó said Rowley. ÒWe eventually tracked him down through a journalist from The Scotsman who had written a story about him.Ó Selak has gained international notoriety thanks to his many escapades, which include surviving an accident by jumping from his car as it fell 300 metres down a ravine. He refuses to board planes so the agency team and director DogBoy travelled to Croatia to film the 45-second TVC. On the first day of the shoot, Selak hit a wild deer while driving home. Doritos is also asking consumers to name the three flavours Ð currently known as chilli cheese, salsa and sour cream Ð and has already received over 2,000 entries.
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