• by Erik Oster , February 6, 2024

The Super Bowl ad for the Doritos Dinamita rolled tortilla chip sub-brand may feature a new generation of talent in Jenna Ortega (“Wednesday”) and Danny Ramirez (“Top Gun: Maverick”), but it’s the abuelas who provide the spark for its action-heavy story.

Entitled “Dina & Mita,” the ad introduces the titular grandmothers alongside Ortega at a grocery store. They both reach for the last bag of Doritos Dinamita, and notice Ramirez holding the other bag -- leading to a high-speed chase as they attempt to snatch the snack from the actor.

The 60-second ad will appear during the third quarter of Sunday’s Super Bowl broadcast. It concludes with the “Go Ahead, Try Us” tagline, which could apply both to the fierce abuelas characters or to the Dinamita brand – which Frito-Lay’s recently relaunched with new flavors.

Ortega said in a statement she appreciated the opportunity “to collaborate with the whole team to bring the story of Dinamita's explosive flavors to life and to connect with Latin and Hispanic cultures.”

It marks the first Super Bowl appearance for the Doritos Dinamita line, while the mainline flagship Doritos brand appears in Frito-Lay’s “Taste of Victory” ad for its full brand portfolio.

According to social media analytics company Sprout Social, Doritos was the third most mentioned brand in social media conversations around the Super Bowl during the month of January, with 2,440 mentions, while the brand’s 39,464 engagements put it behind only Bud Light.

The campaign for Doritos Dinamita also includes a series of experiential activations on the ground in Super Bowl host city Las Vegas, including appearances from its Dina and Mita characters, who will make surprise appearances at undisclosed locations around the city.

 Doritos Dinamita also alluded to upcoming TV and digital campaigns, influencer partnerships, in-person sampling activations, and a college ambassadorship program -- as well as Dina and Mita popping up in surprising places -- as it continues the relaunch campaign,