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Doritos Offers Creatives a Chance to Crash the Party
By: Jeff Louis
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As NBC counts down to the 2010 Olympics, a much bigger contest looms on the American horizon: the Super Bowl. While I don't really care who wins as I'm a Chiefs' fan living in Chicago, I watch the game with rabid intensity every year just to see the ads. In fact, unless my team is in the game, that's the only reason I watch. Maybe I'm a Super Bowl geek. 

That's fine with me. I'm in good company, as two geeks from Indiana won a million bucks last year because they were more concerned with the game's advertising and not the game itself. If you don't know what I'm talking about, you're not a geek. It's Frito Lay's competitive "crowdsourcing" challenge for Doritos. For the past three years, Doritos has taken its Super Bowl ad endeavors to the street, throwing their Super Bowl ad creative out to anyone with a video camera and an idea. 

Today, Doritos revealed six finalists from a field of more than 4,000 who submitted videos for the "Crash the Super Bowl" competition. This year marks the challenge's fourth and offers creative souls the rare opportunity to air a spot during the Super Bowl and win more than 1 million dollars. It also gives them a shot at beating the best creative talent in nation: Their ads will run against those created by Madison Avenue's elite.

Last year, two brothers from Indiana won $1 million by capturing the top spot on the USA Today "Ad Meter" with a commercial that cost $2,000 to create. This year, more money is on the line, and Doritos will air three spots in Super Bowl XLIV (44).

Here's last year's winning ad:

According to the press release, the six finalists will receive $25,000 and a trip to the big game in Miami. Now Doritos fans nationwide can select the three homemade ads they want to see during the broadcast on February 7. To vote, go to the "Crash" Web site between now and January 31.

The six finalists' ads (in alphabetical order) are:

  • "Casket" by Erwin McManus of Whittier, CA.
  • "House Rules" by Joelle De Jesus of Hollywood, CA.
  • "Kids These Days" by Nick Dimondi of Cary, NC.
  • "The Smackout" by Brendan Hayward of Santa Monica, CA.
  • "Snack Attack Samurai" by Ben Krueger of Minneapolis, MN.
  • "Underdog" by Joshua Svoboda of Raleigh, NC.

The prizes will be awarded as follows:

  • $1 million will be awarded for a Doritos ad scoring the number-one spot on the Ad Meter.
  • $600,000 will be awarded for a Doritos ad scoring the number-two spot on the Ad Meter.
  • $400,000 will be awarded for a Doritos ad scoring the number-three spot on the Ad Meter.

If Doritos captures the top-three spots on the Ad Meter, each winner will receive an additional $1 million for a total grand-prize giveaway of $5 million. 

All eyes will potentially be on Doritos this year, while no eyes will be on PepsiCo, Frito Lay's parent company. For the first time in 23 years, Pepsi won't air any Super Bowl ads.



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About the Author

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!

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