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Doritos “Finger Cleaner” 2014

Doritos “Finger Cleaner” (2014) is a Doritos commercial directed by Tom Noakes for Direct, produced by Photoplay. It won one award: Ciclope 2014 Gold Live Action Direction.

A group of mechanics invent a bizarre finger-cleaning device that only works for Doritos, leading to a surprising and humorous revelation about its true purpose.

Video: Doritos Nederland on YouTube

Shot by shot

  1. Three mechanics are on break in a garage, two sitting on tires and one standing, all eating Doritos chips.© Doritos0:00
  2. A young man with a large afro eats Doritos, then looks at his cheesy fingers, in a garage.© Doritos0:01
  3. Two mechanics, one covered in grease, sit in a garage while one eats Doritos and the other cleans a part.© Doritos0:03
  4. A man with curly hair, wearing a white lab coat, holds a bag of Doritos and looks at a button panel on a blue wall in an industrial setting.© Doritos0:04
  5. A man with curly hair and a lab coat holds a bag of Doritos and presses a button with his cheesy finger in a factory.© Doritos0:06
  6. A young man with curly hair and a lab coat looks at his Dorito-dusted finger, then turns to the camera with a mischievous expression in a workshop.© Doritos0:08
  7. Two mechanics, one bald and one wearing a cap, sit in a garage, eating Doritos and working on car parts.© Doritos0:10
  8. A man with curly red hair and a lab coat holds a bag of Doritos, his fingers covered in orange dust, in a workshop.© Doritos0:12
  9. A young man with curly red hair and a beard looks directly at the camera with a surprised expression in an interior setting.© Doritos0:16
  10. A close-up shot of a brass-rimmed hole on a white panel, with a dark interior, suggesting a mechanical device.© Doritos0:18
  11. A young man with curly red hair and a beard looks surprised as a blurry, orange-dusted finger points towards him in an interior setting.© Doritos0:19
  12. A close-up shot of a brass-colored circular opening on a white surface, with a dark interior, suggesting a peephole or small tunnel.© Doritos0:20

Stills © Doritos. Made by Direct, Photoplay and Tom Noakes.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A finger-cleaning device that only works for Doritos, with a surprising twist.

Tagline: “FOR THE BOLD”

inventive solutionsecret deviceabsurd technologydeadpan humorunexpected reveal

The cut

Length
31 s
Shots
17
Average shot
1.8 s

What creatives use Doritos “Finger Cleaner” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Doritos “Finger Cleaner”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Three mechanics are on break in a garage, two sitting on tires and one standing, all eating Doritos chips.© DoritosA young man with a large afro eats Doritos, then looks at his cheesy fingers, in a garage.© DoritosTwo mechanics, one covered in grease, sit in a garage while one eats Doritos and the other cleans a part.© DoritosA man with curly hair, wearing a white lab coat, holds a bag of Doritos and looks at a button panel on a blue wall in an industrial setting.© Doritos
    Frames from Doritos “Finger Cleaner”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Doritos “Finger Cleaner” in order, with its length, framing and what happens in it.

    Three mechanics are on break in a garage, two sitting on tires and one standing, all eating Doritos chips.© DoritosA young man with a large afro eats Doritos, then looks at his cheesy fingers, in a garage.© DoritosTwo mechanics, one covered in grease, sit in a garage while one eats Doritos and the other cleans a part.© DoritosA man with curly hair, wearing a white lab coat, holds a bag of Doritos and looks at a button panel on a blue wall in an industrial setting.© DoritosA man with curly hair and a lab coat holds a bag of Doritos and presses a button with his cheesy finger in a factory.© DoritosA young man with curly hair and a lab coat looks at his Dorito-dusted finger, then turns to the camera with a mischievous expression in a workshop.© Doritos
    Length: 31 s · Shots: 17 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a deadpan humor

    Before you present an idea, you need to know who has done it, and how.

    Doritos “Finger Cleaner” is built on a deadpan humor. Search the library by idea to see every spot that uses it.

    GEICO “Unskippable: Family”© GEICOJack & Jones “Wool From Cool”© Jack & JonesPeet’s Coffee “Peet’s Coffee for Coffee People & Disloyalty Program”© Peet’s CoffeeKwik Fit “Reasons to Drive Away Happy Every Time”© Kwik Fit
    GEICO · Jack & Jones · Peet’s Coffee · Kwik Fit

More commercials by Tom Noakes

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Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the Doritos “Finger Cleaner” commercial?

Tom Noakes directed it, produced by Photoplay, for the agency Direct.

Which agency made Doritos “Finger Cleaner”?

Direct created it for Doritos (2014).

What awards did Doritos “Finger Cleaner” win?

1 awards, including Ciclope 2014 Gold Live Action Direction.

What is the tagline of Doritos “Finger Cleaner”?

“FOR THE BOLD”

Sources for the credits and awards

web.archive.org

Doritos “Finger Cleaner” (2014) Commercial by Tom Noakes: Credits, Awards & Stills