As Frito-Lay's parent, Pepsi successfully used super-model Cindy Crawford, so Frito-Lay's Doritos uses Ali Landry to score 77% above the norm for claimed recall. The commercial's early brand identification quickly orients the viewer to the product, and its subsequent strong involvement and humorous association with the product never lets the viewer forget it. Also, Doritos new cheese flavor, as demonstrated by the cheese smudge left on Landry's forehead, helps to build persuasion 99% above norm to give an overall effectiveness level - - that is, the number of viewers reached who said they would buy the product - - that was 3.5 times the average commercial and more than twice as effective as the commercial for Lay's Potato Chips with Michael J. Fox.