PLANO, Texas — The Doritos brand announced today that it’s skipping the studio sound stage and passing on the big-name celebrity for its Super Bowl XLI ad spot. Instead, this year a new creative force will take control. For the first time ever, consumers will be invited to create and shoot their own Super Bowl ad that celebrates their love of Doritos tortilla chips. Five finalists’ ads will be chosen in January for visitors to vote on their favorite ad. This visitor vote will help determine which one of the five finalists’ ads will air during the big game on Feb. 4, 2007, becoming the first-ever, viewer-created and produced Doritos Super Bowl commercial. Beginning today, details about the advertising challenge are available at www.doritos.com.
“In today’s increasingly reality-driven world, people are looking for new ways to interact with, help shape and even personalize what is important to them,” explains Ann Mukherjee, vice president, marketing, Doritos. “While we’ve had great success with star-studded Super Bowl commercials in years past, today we are most inspired by the people who love Doritos chips; this year, they’re telling us they want to be in control and we’re giving them that control on one of the world’s most watched events.”
Program partner Yahoo! Video, a leading destination for video on the Web, will provide participants – from aspiring filmmakers to Doritos diehards – an engaging environment to upload and share prospective Doritos Super Bowl ads, as well as discover the widest selection of video on the web. Additionally, Yahoo! Video offers video creators the chance to be seen by the largest audience online.
Doritos ads submitted between October 2 and December 1, 2006 will be considered for the coveted Doritos Super Bowl spot that once sparked nationwide buzz – from Chevy Chase and the “steamroller” to Ali Landry as the “Doritos Girl.” And with millions of people worldwide creating, sharing and viewing videos online, this invitation will inspire people to share their creative genius.
Once the finalists’ ads are posted on Yahoo! Video, viewers looking for another way to get in on the game, in addition to voting, can guess which ad will appear on the Super Bowl. They can enter the promotional code found on specially marked bags of Doritos brand tortilla chips for a chance to instantly win football fan prize packs from team Doritos.
Doritos, which translated means “little bits of gold,” is made from ground corn, corn oil and some seasoning. Originally launched in 1966, the brand has since grown into one of America’s leading snack brands with more than $1.5 billion in annual U.S. sales. Doritos Flavors include Doritos Nacho Cheese, Doritos Cool Ranch, Doritos Spicy Nacho, Doritos Fiery Habanero and new Doritos Blazin’ Buffalo & Ranch, along with Baked! Doritos, Natural Doritos and Doritos Light tortilla chips.
Frito-Lay North America is the $10 billion convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.
Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! seeks to provide online products and services essential to users' lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users around the world. Yahoo! is headquartered in Sunnyvale, California.