Doritos, Pepsi MAX asking consumers for six Super Bowl ads


Marking the fifth anniversary of the contest that changed the Super Bowl ad landscape, Doritos launched the biggest “Crash the Super Bowl” yet.  With an ad contract and a $5 million payout on the line for sweeping the top three rankings of the USA Today Ad Meter, the contest this time around will offer six :30 Super Bowl ad spots for consumer-created commercials. 

Doritos is also inviting sibling brand Pepsi MAX to the program for even more chances to sweep the top spots on the Ad Meter. Each brand will air three :30 consumer-created ads during the Super Bowl XLV broadcast, 2/6/11 on FOX, leaving it up to fans to decide whether they submit Doritos ads, Pepsi MAX ads or, – for those that are especially ambitious – ads for each.

Since 2007, Doritos has aired consumer-created ads on the Super Bowl telecast that have consistently ranked within the top-five spots of the USA Today Ad Meter. To help celebrate the launch of the contest, Doritos and Pepsi MAX hosted an event 9/15 aimed at giving consumers the best possible preparation for this year’s competition.  Held in LA, was headlined by creative directors Jeff Goodby from Goodby, Silverstein & Partners and Rob Schwartz from TBWAChiatDay.  In addition, film and television star Betty White, whose Super Bowl spot became a phenomenon coming out of Super Bowl XLIV, has joined the Crash the Super Bowl team to help inspire contestants to shoot for the Super Bowl spotlight and pursue their dreams.  She will be appearing at the launch event and serving as one of the lead recruiters for this year’s contest.  See the event at

This year, participants can upload :30 commercials that share their love for Doritos tortilla chips or Pepsi MAX to from 9/27 to 11/15, to be considered for one of the coveted spots that can change the lives of Doritos and Pepsi MAX fans. The site also houses a toolbox where Doritos and Pepsi MAX logos, product shots, music and animations are available for download and use.

Ten finalist ads will be announced in January – five Doritos ads and five Pepsi MAX ads. Then it will be up to fans to vote for their favorite ads online and determine two winning Doritos spots and two winning Pepsi MAX spots.  In addition, Doritos and Pepsi MAX execs will each select a winning spot for each brand, for a total of six consumer-created spots to air during the Super Bowl. Each of the 10 finalists will win $25,000 and a trip to Dallas to attend Super Bowl XLV in a private luxury suite at the game, where they will tune in to learn for the first time which ads won when they air for a worldwide audience. 

Potential grand prizing for the contest:

•$1 million will be awarded for an ad that scores the No. 1 spot on the Ad Meter
•$600,000 will be awarded for an ad that scores the No. 2 two spot on the Ad Meter
•$400,000 will be awarded for an ad that scores the No. 3 spot on the Ad Meter

If the consumer-created ads sweep the top three rankings of the Ad Meter, an additional $1 million bonus will be awarded to each of the three winners for a total prize giveaway of $5 million. In addition, the consumer who creates the highest-ranking Doritos or Pepsi MAX ad will win a guaranteed contract to create an additional ad for the two brands in 2011.

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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.