PepsiCo’s Doritos and Pepsi Max Issue Last Call for Consumer Votes for “Crash the Super Bowl” Consumer-Created Ad Contest

January 26, 2011

Ten Finalist Ads Vying for $5 Million in Prizes and Air Time During Super Bowl XLV

PLANO, Texas/PURCHASE, New York - The Doritos and Pepsi MAX brands today announced a last call for consumer votes in this year’s “Crash the Super Bowl” consumer-created ad contest. Doritos and Pepsi MAX fans have until 11:59 p.m. on Sunday, Jan. 30, 2011, to vote from among 10 finalist ads competing to be one of the six consumer-created ads – three for Doritos and three for Pepsi MAX – airing during the Super Bowl XLV broadcast, Feb. 6, on FOX.

This year’s Crash the Super Bowl contest attracted more than 5,600 creative submissions and an unprecedented level of consumer voting so far. The 10 finalist spots were announced by Doritos and Pepsi MAX on Jan. 3, 2011, and now stand as the only remaining ads competing for a shot at airing for Doritos and Pepsi MAX during the Super Bowl broadcast. The 10 finalist ads include (in alphabetical order):

• “Adam and Eve” by Stephen Schuster (Doritos)
• “Birthday Wish” by Heather Kasprzak (Doritos)
• “Elevator Girl” by Michael Doneger (Pepsi MAX)
• “First Date” by Nick Simotas (Pepsi MAX)
• “House Sitting” by Tynesha Williams (Doritos)
• “Love Hurts” by Brad Bosley (Pepsi MAX)
• “Pug Attack” by JR Burningham (Doritos)
• “The Best Part” by Tyler Dixon (Doritos)
• “Torpedo Cooler” by Brendan Hayward (Pepsi MAX)
• “Zero Calories? Psshh” by Brandy Gill (Pepsi MAX)


Consumer votes will ultimately decide four of the six spots that receive air time. In addition, Doritos and Pepsi MAX executives will select a winning spot for their respective brands from among the 10 finalists, bringing the total number of spots airing on game day to six. If during the Super Bowl broadcast, three of the six consumer-created Doritos or Pepsi MAX ads sweep the top-three rankings of the USA TODAY Ad Meter, their creators will take home a shared $5 million prize. In addition, the fan who creates the highest-ranking Doritos or Pepsi MAX ad will win a guaranteed contract to create an additional ad for the two brands in 2011.

There are four ways consumers can vote for their favorite ads this year – through the official contest website – www.crashthesuperbowl.com, through their smart phones at m.crashthesuperbowl.com, via Xbox LIVE® and through banner advertisements on select websites. Votes can be cast once per day, per platform, per brand.

To encourage fan voting, Doritos and Pepsi MAX will continue giving away two pairs of Super Bowl tickets every day of the voting period to consumers who make their selections through the official program website. More information about the four voting platforms and details about this vote-and-win offer, including official rules, are also available on the website.

Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have consistently ranked within the top-five spots of the USA Today Ad Meter, and last year the talent of Doritos fans made it the most-talked-about brand coming out of the game. This year marks the first time Pepsi MAX has partnered with Doritos for the groundbreaking contest.

All 10 finalists will watch the Super Bowl XLV broadcast from a private luxury suite at Cowboy Stadium in Arlington, Texas, the site of this year’s Super Bowl game. Here they will learn for the first time which ads won when they air for a worldwide audience.  Details about the contest are available at www.crashthesuperbowl.com.

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite.  Created in 1989, USA TODAY’s Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry.

Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  Pepsi MAX is one of PepsiCo’s billion-dollar global brands and is part of Pepsi Americas Beverages.  To learn more about Pepsi MAX, visit the Pepsi Max tab on Pepsi’s Facebook page at: www.pepsimax.com.  To learn more about Doritos, visit its website at www.doritos.com or on Twitter at www.twitter.com/DoritosUSA.

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.