The iconic “Crash the Super Bowl” contest is back! Doritos is rekindling the flame of this campaign, inviting fans to create a Super Bowl ad.
A life-changing $1 million prize
The stakes are high. Not only will the winning commercial air during the highly anticipated Super Bowl LIX, but the champion creator will also walk away with a life-changing $1 million prize and a trip to New Orleans for the big game.
“When Doritos originally launched this campaign nearly 20 years ago, it was the first of its kind, giving fans previously unheard-of creative control and ownership of our brand – and on the biggest advertising stage of the year,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. “We still firmly believe that the best ideas arise when we are willing to be bold, take risks and champion our fans. Now that our fans have more access than ever to creative and ad-making tools, we can’t wait to see what they have up their sleeves.”
“A breeding ground for unforgettable Super Bowl commercials”
The original “Crash the Super Bowl” contest, which ran from 2006 to 2016, became a breeding ground for unforgettable Super Bowl commercials. Remember “Goat 4 Sale” and “Slap“? These fan-made gems not only cracked the USA Today Ad Meter’s top five rankings every year, but some even nabbed the coveted number one spot. More importantly, the contest launched the careers of aspiring creatives who dared to dream big.
“When I submitted my ad in 2013, people told me the spot I made would never see the light of day, but I knew this was an opportunity to make something special,” said director Ben Callner. “After my commercial, ‘Goat 4 Sale,’ ended up winning and airing during the big game, it truly changed the trajectory of my career. I’m so glad Doritos is bringing this campaign back and giving that same chance to other people.”
“Do better”
Doritos isn’t shying away from past criticisms of their Super Bowl ads. In fact, they’re embracing it! The brand is launching a self-aware campaign that playfully pokes fun at some of their previous commercials, urging fans to “do better” this time around. They’re even showcasing past fan critiques on billboards and social media content.
So, are you ready to take the challenge? Head over to DoritosCrash.com by November 11th to submit your 30-second masterpiece. A panel of judges will then select the top 25 entries, one for each year Doritos has graced the Super Bowl stage. In January, the fate falls into the hands of the public as fans vote for their favorite finalist. The ad with the most votes will be crowned the champion, securing its place in Super Bowl LIX history.
