Doritos to air two fan-created ads during the 2014 Super Bowl
Doritos has announced that its ‘Crash The Super Bowl’ initiative has gone global, meaning fans from around the world can now create an advert for the snack’s brand that could air during the Super Bowl XLVIII.
Since 2007, Doritos’ annual contest has invited US consumers to create and submit 30-second homemade ads celebrating their love of its tortilla chips.
For this year's contest, adults from anywhere in the world where Doritos tortilla chips are sold can compete. A qualified panel of judges, including executives from the Doritos brand and advertising professionals will select five finalist ads. From there, fans can vote for their favourite with the most popular then appearing during the sporting event, where 30-second ad spots can go for over $4m. A second fan-created ad will be chosen by the brand.
"Incredible content has no geographical boundaries," said Ann Mukherjee, senior vice president and chief marketing officer, PepsiCo's Frito-Lay division. "As a brand that spans 46 countries on six continents, we know first hand that regardless of where our fans are located, they are all about seizing the moment and making an impact in the boldest way possible. With Crash the Super Bowl, we're now delivering an unprecedented opportunity for fans around the globe to share their talent and creativity on one of the world's largest advertising stages."
The creators of both winning ads will receive the opportunity to work on the set of "Marvel's The Avengers: Age of Ultron" and the ad with the highest total number of votes will win its creator the $1m grand prize. The runner-up will receive $50,000.