Doritos, Pedestrian.TV and PHD resurrect Lee Harding’s ‘Wasabi’ to launch new chip flavour
Lee Harding Reboots '06 Banger 'Wasabi'
Suss out how Lee Harding's 'Wasabi' could win ya a cool $10k. https://bit.ly/2KTpZYy
Posted by pedestrian.tv on Sunday, August 25, 2019
Australian youth publisher, Pedestrian Group, has announced a partnership between its news and entertainment site PEDESTRIAN.TV and Doritos to launch The Doritos Wasabi Challenge – a consumer promotion to launch the Doritos Wasabi flavour and offer readers the chance to win $10,000 just for eating the spicy new range.
Tapping into the PEDESTRIAN.TV audience’s undying love of the 2000s, Australian Idol 2005 winner Lee Harding has resurrected his classic tune Wasabi b y recording an exclusive video clip of the track t o fuel the promotion and entice people to embrace their emo roots.
The three-week campaign launched by inviting viewers to watch Harding’s new vid and eat a Doritos Wasabi chip in a weird and wonderful way each time they hear the word ‘wasabi’. They then upload the vid to Instagram with a #doritoswasabi hashtag and tag @doritos_aus and @pedestriantv. Sound easy? The eye-watering wasabi kick makes the challenge harder than you think.
Says James McManus, creative director, Pedestrian Group: “Our proven recipe for absurd brand partnerships with PHD and Doritos, from designing a double-headed sweater for Valentine’s Day to throwing a late-night rave, continues to go from strength to strength. Building on the momentum of his recent return to our screens on The Voice and our audience’s relentless love for new-nostalgia, PEDESTRIAN.TV saw a no-brainer in celebrating a true Australian Idol, Lee Harding, to launch Doritos Wasabi flavour.”
Says George Shearring, digital director, PHD: “We are excited to partner with PEDESTRIAN.TV again to launch the new Doritos Wasabi flavour. Lee Harding’s ‘Wasabi’ is a nostalgic icon of Aussie youth pop culture and resurrecting the song to celebrate the launch of Doritos Wasabi enables us to connect with Australian millennials in a truly unique way.”
PEDESTRIAN.TV
Agency Partnerships Manager: Kath Solly
Creative Director: James McManus
Account Manager: Melissa Gray
Producer: Anna Lawrence
Director: James Millynn
DOP: Tom Robinson
Editor/Animator: Jordan Coles
Strategy & Response Manager: Aiden Dabbagh
PHD
Group Business Director: Anelida Pardini
Digital Director: George Shearring
Senior Content Manager: Jack Monro
Digital Manager: Laura Cobertera
PepsiCo
Marketing Manager: Lynn Rutherford
Brand Manager: Eric Burke
11 Comments
This is bad. Really, really bad. I don’t know what’s more cringeworthy – the fact this guy tried to reboot himself, or the fact that these people tried to use him doing so.
ace!
The resurrection no one hoped for.
Might be time to resurrect the creative agency.
And this is why Pedestrian will stick with me as one of the best places I’ve ever worked.
Nothing is ever boring, everything is always unique!
Such an awesome team – James McManus you’re a creative wizard!!!
GO TEAM!!!
This actually made me squirm with embarrassment for all involved. Simply terrible.
Surely there must be a top 10 stinkers of the year and this would be on the podium.
The competition for the $ ends in 2 days, and has been running since August 25th. Not sure why you’d PR this now.
No
It’s terrifying how lame this is
I thought it was crap but people online seem to really like it. They win.
They still haven’t announced the winner despite the T+C’s saying Sunday 22 Sept @ 2pm… it’s pretty poor form considering the amount of time and effort some of the entries went to in order to win.