Doritos unveils consumer-created SuperBowl spots (video)


After the submission phase and review of more than 6,100 entries in this year’s Crash the Super Bowl contest, Doritos revealed the five finalists that will now compete through consumer voting for the chance to have their ads aired during the Super Bowl XLVI on NBC 2/5. This marks the sixth year in a row consumers have created Super Bowl ads for Doritos.

Doritos brand has put a $1 million cash bonus prize on the line if a consumer-created Doritos ad scores the No. 1 spot on either the traditional USA Today Ad Meter or the recently created USA Today Facebook Super Bowl Ad Meter. Plus, this time around, the maker of the consumer-created Doritos ad that receives airtime on the big game will win a guaranteed opportunity to work on a future Doritos brand project with the entertainment team of Andy Samberg, Akiva Schaffer and Jorma Taccone, who operate The Lonely Island

The five Crash the Super Bowl finalist ads (in alphabetical order):

Doritos says The Lonely Island set out to create a Doritos Super Bowl ad of its own, but after seeing the unprecedented consumer enthusiasm around this year’s contest and the creativity would-be ad makers brought to the table, The Lonely Island will donate its :30 slot of Super Bowl airtime to one of the five consumer finalists, allowing two aspiring filmmakers to have their work aired during the broadcast. The Doritos brand team will select the second spot to air from the five consumer finalists, with The Lonely Island serving in an advisory role.

This offer opens up the door for two Doritos fans to win guaranteed opportunities to work with The Lonely Island on upcoming Doritos brand projects, and have a shot at million-dollar bonus prizes, based on their rankings.

Each of the five finalist ad makers will win $25,000 and a trip to Indianapolis to attend Super Bowl XLVI, where they will learn for the first time during the broadcast which two ads will air for a worldwide audience. Bonus prizing will be awarded, based on how each ad ranks on the USA Today Ad Meters:

Also: $600,000 will be awarded for an ad that scores the No. 2 spot on either the USA Today Ad Meter or the USA Today Facebook Super Bowl Ad Meter; and $400,000 will be awarded for an ad that scores the No. 3 spot.