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Tom Noakes

Tom Noakes Q&A

After being awarded a $25,000 (US) cash prize as a finalist in the Doritos Crash the Super Bowl competition, Australian Tom Noakes took some time out to share his experience with Sydney Unleashed.

What inspired you to enter the Doritos Crash the Super Bowl competition?

As an aspiring filmmaker looking for a break in both long form and the advertising world, the Doritos Crash the Super Bowl contest was appealing because it is known for propelling directors careers; working with Marvel and screening a super bowl commercial is just an insane possibility that ticks both my long form and commercial ambitions. My producer Belinda Dean and myself sat down and decided that if I could write a good script, it would be worth entering. I went away and wrote 20 full page ideas and we were all pretty stoked on Finger Cleaner, although very unsure if it would play well to an American audience, or any audience really. We figured it was just important to make something we found funny. We’re very fortunate that a lot of people found it funny also, although a lot found it very unsettling. It wouldn’t be as much fun if someone didn’t hate it.

Where did the idea for your ad originate?

The idea came from getting that cheesy flavouring off your fingers after eating a packet of Doritos. It’s a very familiar situation so I brainstormed a very unfamiliar solution. I’m not going to give too much away here in case someone hasn’t seen it.

How was it attending your first NFL game and are there any other interesting experiences you can share?

I have no idea where to begin. America in general is just really interesting to me, like any foreign culture I guess. Although it’s a western culture so it’s exotic nature lies in all the idiosyncrasies. It’s great fun. Now an NFL game, and the Super Bowl more specifically, is just beyond strange. It’s this awesome amalgamation of sports and entertainment. Teams are introduced by Kurt Russel on the big screen and then they run through a tunnel punctuated with flame throwers; that basically sums it up.

Favourite album of all time and why?

Dim Sim Party by Trent Evans & Teva Perrard (NFP-anther records).

Best live performance that you’ve ever seen?

Steve Smyth with Brock Fitzgerald and Wade Keighran.

Favourite bars/clubs/pubs to hang out in?

Most definitely the Cricks. Watching David Irving scream after fouling a shot at pool is great fun.

Take us through a typical day in the life of Tom Noakes.

I go to my little writing studio and stare at a blank white wall for hours. Then I procrastinate till I hate myself enough to get back at staring at that blank wall the best I can. Until something happens.

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