Doritos brings back its iconic Crash the Super
Bowl contest and encourages fans and critics alike to shoot their
shot to have their commercial aired during Super Bowl LIX
PLANO,
Texas, Sept. 19, 2024 /PRNewswire/ --
The millions who watch the Super Bowl have one thing in common
each year: they all think they can make better commercials than the
advertisers. This year, Doritos is clapping back with a bold, yet
simple challenge: Prove it! Unleash your creativity and love for
Doritos by creating a better ad than Doritos ever could.
Truly putting its brand in the hands of the fans, critics and
creatives, Doritos is officially bringing back its groundbreaking
Crash the Super Bowl contest. Those bold enough to enter will have
the chance for their ad to be aired during the Big Game and win
$1 million.
"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."
During its 10-year run from 2006-2016, fans who entered the
Doritos Crash the Super Bowl campaign created some of the most
memorable and talked about Super Bowl ads of all time. The ads
broke into USA TODAY Ad Meter's
top five commercials every single year, ranking number one four
times, and some creators went on to become industry
professionals.
"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."
Doritos is dusting off past social media criticisms of the
brand's previous Super Bowl advertisements to help inspire and
challenge fans to "do better." The brand is releasing two spots
featuring Crash the Super Bowl finalists – "Goat 4 Sale" and
"Slap" – as well as program alumni, including Callner, who
also directed the new commercials, along with actor and director
Dion Lack. The brand will also
feature previous fan criticisms on various billboard advertisements
across the country and in social content.
Doritos Crash the Super Bowl kicks off today, accepting
submissions through November 11. The
winning commercial will then be selected through the following
process:
- Later this year, a qualified panel of judges will select the
top 25 submissions – one for each year Doritos has aired a
commercial during the Super Bowl.
- When the three finalists are announced in January, fans will
vote for their favorite at DoritosCrash.com.
- The winning ad's creator – as selected by fan votes from the
three finalists – will receive $1
million and an all-expenses paid trip to New Orleans for the Big Game on February 9, 2025.
For more information on the campaign, including official rules
for the Crash the Super Bowl contest, step-by-step submission
instructions and a toolkit featuring music, logos and other helpful
brand assets, visit DoritosCrash.com.
About Doritos
Doritos believes there's boldness in everyone. We champion those
who are true to themselves, who live life fully engaged and take
bold action by stepping outside of their comfort zone and pushing
the limits. Doritos is one of many Frito-Lay North America brands –
the $25 billion convenient foods
division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in
Purchase, NY. Follow Doritos
on X, Instagram, YouTube, Facebook and TikTok. Learn more
about Frito-Lay at the corporate website, www.fritolay.com, and
on X.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion
times a day in more than 200 countries and territories around the
world. PepsiCo generated more than $91
billion in net revenue in 2023, driven by a complementary
beverage and convenient foods portfolio that includes Lay's,
Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and
SodaStream. PepsiCo's product portfolio includes a wide range of
enjoyable foods and beverages, including many iconic brands that
generate more than $1 billion each in
estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with pep+ (PepsiCo
Positive). pep+ is our strategic end-to-end transformation that
puts sustainability and human capital at the center of how we will
create value and growth by operating within planetary boundaries
and inspiring positive change for planet and people. For more
information, visit www.pepsico.com, and follow on X (Twitter),
Instagram, Facebook, and LinkedIn @PepsiCo.
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SOURCE Frito-Lay North America
