- Doritos is bringing back its “Crash the Super Bowl” contest that challenges fans to provide you with a superior big-game ad than the brand could on its own, in keeping with a press release.
- Those who win will see their 30-second concepts delivered to life on TV’s biggest night and receive a $1 million prize, together with a visit to Super Bowl LIX in New Orleans. Doritos is accepting submissions through Nov. 11, and the process will include several rounds of vetting.
- “Crash the Super Bowl,” which originally debuted in 2006 and ran until 2016, produced a few of the Frito-Lay marketer’s most memorable, well-liked spots, including “Slap” and “Goats 4 Sale.” Doritos is supporting the relaunch with ads referencing those campaigns and pushing consumers to “do higher.”
In its previous iteration, “Crash the Super Bowl” yielded a few of Doritos’ most talked about ads, helping to enshrine the Frito-Lay chip brand as a fixture of massive game promoting (parent company PepsiCo is a longtime NFL sponsor). Spots sourced from the contest ended up in the top five of USA Today’s closely watched Ad Meter yearly over the program’s original decade-long run, with 4 landing in the No. 1 spot.
Since the contest was wound down in 2016, Doritos’ Super Bowl promoting has shifted more toward celebrity cameos, a typical tactic for marketers that plunk down thousands and thousands for 30 seconds of national airtime. The brand’s campaign for Super Bowl LVIII in February starred “Wednesday” actor Jenna Ortega and promoted a Dinamita product. Its spot from 2023 had appearances from the likes of rapper Jack Harlow and Elton John. “Dina & Mita” landed in the tenth spot on the USA Today Ad Meter while the Harlow-ad effort didn’t crack the top 10.
Bringing back “Crash the Super Bowl” gives Doritos an avenue into outside creative ideas that would recapture a few of its mojo. In an announcement, Tina Mahal, senior vp of promoting at PepsiCo Foods North America, said that fans “have more access than ever to creative and ad-making tools.” The rules note the each work should be original and “not use any artificial intelligence (AI) to create or assist in the creation of the script, creative assets or some other element.”
Doritos is rolling out a campaign touting the contest’s return, addressing criticisms of past “Crash the Super Bowl” offerings while welcoming consumers to one-up them. A pair of digital ads reference previous fan-submitted winners, “Goat 4 Sale” and “Slap,” and have director Ben Callner and actor-director Dion Lack. Billboards and social content will even showcase disapproval of old ads. Callner, who directed “Goat 4 Sale” in addition to the recent commercials, has credited “Crash the Super Bowl” with changing the trajectory of his profession.
Those fascinated by an identical shot at the limelight can visit DoritosCrash.com for submission instructions. A number of 25 finalists — a number referencing what number of years Doritos has appeared at the Super Bowl — shall be assessed by a panel of judges later this 12 months while casual consumers can vote on the top three candidates in January.
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