PLANO, Texas - The Doritos brand announced today that five finalists have been selected from more than 1,000 entries to the Doritos “Crash the Super Bowl” challenge. This first-of-its kind opportunity invited fans nationwide to create and shoot their own 30-second Doritos commercial for a chance to have it aired as shot in its entirety during Super Bowl XLI. The five finalists’ ads celebrating their love of Doritos tortilla chips can be viewed and voted on now at www.crashthesuperbowl.com. Fans nationwide will determine the winner by voting online for their favorite commercial today through Jan. 19, 2007 (voting closes at 11 p.m. CST). The winning ad will be unveiled on national television during the first quarter of the Super Bowl on Feb. 4, 2007.
“We knew offering the chance to have a consumer-created ad air during the Super Bowl would bring out people’s creativity, and we are amazed and very impressed by the high quality, style and variety of ads we received,” says Ann Mukherjee, vice president, marketing. “Narrowing the ads down from more than 1,000 submissions to the five finalists was not an easy job. Now it is up to the public to vote for the Doritos ad they want to see air during the Super Bowl.”
The Doritos Crash the Super Bowl challenge was met with hilarious and creative commercials coming from all corners of the country, all celebrating the love of Doritos chips in a unique way. Entrants included everyone from amateur filmmakers looking for a big break, to Doritos fans with a home video camera and great idea. The five finalists – determined by a panel of Doritos judges – will each be awarded $10,000 and a trip to Miami to attend the Doritos Super Bowl party.
The five finalists (in alphabetical order) are:
1. “Check Out Girl” by Kristin Dehnert of Pacific Palisades, CA
2. “Chip Lover’s Dream” by Jared Cicon of Claremont, CA
3. “Duct Tape” by Joe Herbert and Dave Herbert of Batesville, IN
4. “Live the Flavor” by Dale Backus and Wes Phillips of Cary, NC
5. “Mousetrap” by Billy Federighi of Beverly Hills, CA
These five ads were among the more than 1,000 ads uploaded to Yahoo! Video between Oct. 10, 2006 and Dec. 4, 2006. Program partner Yahoo! Video, a leading destination for video on the Web, provided participants an engaging environment to upload and share their Doritos Super Bowl ads, as well as discover the widest selection of video on the web.
Viewers looking for another way to get in on the game, in addition to voting, can pick their favorite finalist commercial and 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 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.