Doritos 'House Rules' Super Bowl Commercial Creator Expresses Appreciation For Cast & Crew, Brings Focus To Future Opportunities

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The Doritos Super Bowl “House Rules” (Boy slaps man) Commercial has become the fan favorite as the buzz continues to reverberate around the production. The commercial was recently named YouTubes “Ad Blitz” #1 pick and is the talk of TV and the web. As the popularity of the “House Rules” commercial continues to grow, the commercial's creator Joelle DeJesus arrived back in Los Angeles to give a special thanks to the production team that worked behind the scenes to help make “House Rules” a success.

“These guys worked really hard on the House Rules project” says DeJesus “I really wanted to see them receive recognition for their contribution to the production”.

Avi Cohen, the very talented director of photography for “House Rules” came into this project with an already extensive and equally impressive collection of work. From music videos for Godsmack, Sammy Hagar and the Red Hot Chilli Peppers to a vast collection of commercial work for Depok Chopra, the gifted cinematographer is hoping to capitalize on the national attention his visual craft has brought him. On February the 7th 2010, during the biggest commercial stage of the year Cohen showed America his ability to manipulate colors, light and angles. His cinematography helped to bring visual life and beauty to De Jesus’ story.

Charles Cooper, the Light Technician on “House Rules” who has also achieved prior success, including a Daytime Emmy for lighting on “As The World Turns” is working on several project that have presented themselves since “House Rules”. He recently worked as Light Technician on “The Preacher’s Son” an independent project produced by Tiny Lister Jr.

Macario Canillas, the adorable and talented four year old is already in the plans for De Jesus’ return for Crash the Super Bowl next year. It would not be a surprise to see this youngster as a guest on some of daytime television’s more popular talk shows.

Dion Lack “the boyfriend” the face that America watched being soundly exercised, is currently seeking strong representation and working on releasing several stand-up and sketch comedy projects later this year. Among them will be a comedic short that portrays the frustrating relationship that many LA residents have with the Los Angeles Department of Parking Enforcement, another De Jesus creation.

Coco Jackson, the “sexy mom” so thoroughly protected by Macario is currently seeking strong representation in the modeling and acting field. She is also discussing a short project with De Jesus that will be submitted into festivals later on this year. She expresses that she is eager to dive into an acting career and feels great confidence as she’s coming off one of the year’s most talked about commercials.

De Jesus also explains that members in the African American community here in Los Angeles also played a factor in the commercial's push to air during the Super Bowl. Roland Writ, promoter of the Aqua Lounge a trendy upscale venue in Beverly Hills, rounded support from the many African American professionals and execs that frequent the upscale lounge. Linda Morgan, a marketing and promotional specialist brought organizations from Chicago to help with the House Rules campaign. Crenshaw Live, a popular sports bar in L.A. held weekly promotional nights for De Jesus' commercial where "House Rules" played on every flat screen in the club as flyers were passed out. There is definitely a solid support base in Los Angeles for the "House Rules" team and their production.

About Doritos

Doritos is a brand of flavored tortilla chips invented by Arch West and produced since 1964 by the American food company Frito-Lay (a division of PepsiCo, Inc.). Doritos are sold in many countries worldwide in assorted flavors. The chips are made of ground corn, corn oil, and seasoning.
The brand's marketing campaigns have included many television commercials featuring Avery Schreiber, Jay Leno, and Ali Landry, as well as product placement in movies, such as Wayne's World and has also sponsored the presidential campaign of Stephen Colbert.

About Joelle De Jesus

Joelle De Jesus, writer and director of “House Rules”, has generated mass attention on a national level with his comedic creation and is using every bit of it to bring attention to his abilities. His commercial website gives humorous video bios on the cast and crew while discussing the commercial's concept. He is already at the table writing out sketches for next years Crash the Super Bowl competition. De Jesus came into the contest this year with minimal budget and time but the dedication and commitment of his production crew helped meet the deadline. With an entire year to perfect his concepts he will be returning to the next competition with his creativity on full throttle. He is in meetings with managers throughout Hollywood in search of representation as a writer/director. He is also fine tuning several projects he completed prior to his entry into the contest and preparing them for submission into film festivals this year.


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Joelle De Jesus

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