For the first time, Doritos is giving UK consumers the chance to enter its Crash the Super Bowl contest and compete to have their own Doritos ads air in front of millions of TV viewers.
Two winners will see their ads air during Super Bowl XLVIII – the hottest advertising slot on American TV – with the creator of the one that receives the most votes picking up $1m in prize money. Both winners and will also be given the chance to work with Marvel Studios on the set of The Avengers: Age of Ultron, the sequel to last year’s blockbuster Avengers Assemble.
Since 2007, Doritos owner PepsiCo has invited US consumers to submit 30-second ads to Crash the Super Bowl, but for the first time it is now opening it up to the rest of the world. Since Crash the Super Bowl was introduced, the promotion has received more than 20,000 ad submissions, with creators of some top-ranked ads going on to receive commercial work.
A panel of judges including advertising experts, Doritos execs and comic book legend Stan Lee (pictured) – creator of characters including Iron Man and Spider-Man – will select five finalist ads from which Doritos fans can vote for the two that will be screened.
“Incredible content has no geographical boundaries,” said Ann Mukherjee, senior vice president and chief marketing officer at PepsiCo’s Frito-Lay snacks division. “With Crash the Super Bowl, we’re delivering an unprecedented opportunity for fans around the globe to share their talent and creativity on one of the world’s largest advertising stages.”