Doritos is relaunching its iconic “Crash the Super Bowl” contest, a fan-driven competition that originally ran for a decade and produced some of the brand’s most memorable Super Bowl ads. The contest challenges fans to create their own 30-second Super Bowl commercial for a chance to win $1 million and a trip to Super Bowl LIX in New Orleans.
Submissions are open until November 11, with multiple rounds of judging before a winner is selected. The winning ad will air during the Super Bowl, giving one lucky fan the opportunity to see their creation on the biggest advertising stage in the world.
Why Doritos is Reviving the Contest
Doritos first launched “Crash the Super Bowl” in 2006, and it quickly became a massive success. Over the years, the contest produced fan-favorite ads like “Slap” and “Goat 4 Sale,” solidifying Doritos’ place as a Super Bowl ad giant. The contest’s winning spots consistently placed in the top five of USA Today’s Ad Meter, with several taking the number one spot.
After a hiatus starting in 2016, Doritos shifted its Super Bowl advertising focus to celebrity-studded campaigns. Recent efforts included appearances from stars like Jenna Ortega, Jack Harlow, and Elton John. However, these celebrity-driven ads haven’t reached the same level of fan excitement, with recent campaigns not cracking the top spots in Ad Meter rankings.
Now, with the rise of easy-to-use creative tools and an appetite for fresh ideas, Doritos sees an opportunity to recapture the excitement and engagement that the fan-created ads once brought. According to Tina Mahal, PepsiCo Foods’ senior VP of marketing, fans today have more access to creative resources than ever before.
How to Enter and Win
Fans interested in participating in the contest can submit their entries via DoritosCrash.com. Each entry must be original and must not use any artificial intelligence to aid in the creation process, ensuring that the ad is entirely fan-made. A panel of judges will narrow down the submissions to 25 finalists, in recognition of the 25 years Doritos has advertised during the Super Bowl.
In January, consumers will get a say in the final selection, voting on the top three contenders. The grand prize winner will see their ad broadcast to millions of viewers during Super Bowl LIX and will take home a $1 million prize along with an all-expenses-paid trip to the game in New Orleans.
What’s New This Time Around?
While the essence of “Crash the Super Bowl” remains the same, Doritos is making a few changes. For one, the brand is openly embracing critiques of past ads and challenging fans to do better. A new campaign promoting the contest references former winners like “Goat 4 Sale” and “Slap,” with tongue-in-cheek digital ads that playfully invite fans to surpass these beloved spots.
Additionally, the contest offers participants more tools than ever to bring their creative vision to life, while still maintaining a strict “no AI” rule. This ensures that the ads remain authentic and fan-generated, while also encouraging innovation and originality.
Could This Be Your Chance to Shine?
For aspiring filmmakers and creative minds, this is a rare chance to have a Super Bowl ad aired on national TV, win $1 million, and join a select group of past winners whose lives were changed by the contest. One previous winner, director Ben Callner, credits “Crash the Super Bowl” for launching his career after his fan-made ad “Goat 4 Sale” took home the top prize.
If you’ve ever dreamed of making your mark on the Super Bowl, now’s your chance to get involved. Visit DoritosCrash.com to submit your entry and see if you have what it takes to create the next iconic Super Bowl ad.
Leave a Reply