Roadster x Doritos - great partnership for an underwhelming ad

Roadster, the Lebanese diner which has expanded to the UAE is so mighty it has partnered with Doritos - I have seen two ads (the burger one above and the chicken fingers here). Here are some not-so-good earlier iterations of Roadster - here and here, there were some better attempts here and here, but there are times where one feels... They're not even trying. And the Doritos match up seems to fall in that vein. I mean, "Doritos, the loudest taste on earth", yes, that Doritos. And all they came up with is some unappetizing visuals, which don't exactly scream "huge collab between local and international brand". So if I wasn't so focused on the advertising scene all this could have fell through the cracks.

Did Doritos just slay a competitor? It did, it did.

Heaven help us... Doritos is coming out for the competition. And not just "any" competition. Read between the lines and the target is pseudo-defined. Sure this is a work for the KSA - and perhaps the region too I believe, so not Lebanese or anything. But I love how they did it. Subtly, but not too subtly. Anyone would immediately understand "forget the circles and choose the triangles". People, it is there, out for anyone to see. Although they did not name them - any potato chips with round shapes (hear that Pringle?) is included in the comparison. Sure, being "anti" anything is not a sustainable position but I still love what they did. Appropriating the space and pushing their very distinctive shape. I hope this will not end up in all out war though, because one move is one thing, infinite retaliation is another.