Two Consumer-Created Doritos Ads Crash the Super Bowl Advertising Stage, Now Compete For $1 Million Bonus Prize

February 5, 2012

Creators of “Man’s Best Friend” and “Sling Baby” Win Once-In-A-Lifetime Opportunity to Work With The Lonely Island; Now Compete for Top Spot on USA TODAY Ad Meter

PLANO, Texas - The Doritos brand gave two of its fans the chance to showcase their talent on the world’s biggest advertising stage when it aired two consumer-created Doritos commercials during tonight’s Super Bowl XLVI broadcast. This marks the sixth year in a row consumers have created Super Bowl ads for Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division.

As winners of this year’s Crash the Super Bowl challenge, the creators of both winning ads will be awarded one of the most exciting grand prizes to date: a guaranteed opportunity to work on a future Doritos project with one of the hottest entertainment teams in the industry today — the award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone that make up The Lonely Island. The Doritos brand has also put a $1 million cash bonus prize on the line if one of the two winning consumer-created Doritos ads scores the No. 1 spot on either the traditional USA TODAY Ad Meter or the recently created USA TODAY Facebook Super Bowl Ad Meter.

The two winning ads were (in alphabetical order):
•  “Man’s Best Friend” by Jonathan Friedman
• “Sling Baby” by Kevin T. Willson

“We were impressed with the humor and creativity shown in not just the two winning ads, but all five finalist ads,” said The Lonely Island members Samberg, Schaffer and Taccone. “Doritos fans really brought their A-game to this contest. We look forward to collaborating with both winners on future projects.”

The two winning ads were among five finalist ads selected by the Doritos brand from more than 6,100 submissions received as part of the contest, the most entries ever in a single year of competition. One of the winning ads was determined by consumer voting; the other was selected by the Doritos brand.

“From the beginning, we set out to make this the biggest Crash the Super Bowl ever by offering our fans a shot at the most life-changing grand prize to date , which we hope will unlock a new world of opportunity for these talented artists,” said Tony Matta, vice president of marketing, Frito-Lay North America. “Our fans responded in the biggest way possible, submitting a record-setting number of ads and driving the most consumer votes in contest history. Tonight’s winning ads were among the best we’ve ever seen – we can’t wait to see what happens next as their creators go to compete for the top spot in the USA TODAY Ad Meter rankings.”

From here, the Crash the Super Bowl program enters its final phase as the creators of the two winning Doritos ads wait to see how they stack up in the traditional USA TODAY Ad Meter and its Facebook equivalent, competing against all ads that aired during the Super Bowl XLVI broadcast. The Ad Meter payouts are as follows:

• $1 million will be awarded for an ad that scores the No. 1 spot on either the USA TODAY Ad meter or the USA TODAY Facebook Super Bowl Ad Meter
• $600,000 will be awarded for an ad that scores the No. 2 spot on either the USA TODAY Ad meter or the USA TODAY Facebook Super Bowl Ad Meter
• $400,000 will be awarded for an ad that scores the No. 3 spot on either the USA TODAY Ad meter or the USA TODAY Facebook Super Bowl Ad Meter

Each winning consumer finalist is only eligible to receive one cash bonus prize, and the amount will be determined by the Ad Meter in which the commercial receives the highest spot.
Friedman, a freelance graphic designer and musician, spent just $20 to buy dog treats, a cat collar and a bag of Doritos tortilla chips to film “Man’s Best Friend.” He borrowed a friend’s dog, Huff, and labored through multiple takes as the 120-pound Great Dane resisted in his new acting gig. Finally, after bribing Huff with treat after treat, Friedman got the shots he wanted to create his ad, which stars a dog that bribes a man with Doritos tortilla chips to cover up what he’s done with the neighbor’s cat.

A former special education teacher, Willson left his steady job in 2005 to pursue his lifelong dream of comedy film production.  With the airing of “Sling Baby” during Super Bowl XLVI, he is now that much closer to fulfilling his dream. The spot tells an underdog story of a grandma and baby who team up to take down the bully on the jungle gym and re-claim a bag of Doritos tortilla chips.

Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have consistently ranked within the top-five spots of the traditional USA TODAY Ad Meter, and two of the last three years they have scored the No. 1 ranking.

The traditional 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, it has been regarded as the most influential Super Bowl ad rating in the advertising industry. The recently announced USA TODAY Facebook Super Bowl Ad Meter allows consumers for the first time to view and vote on the ads, see how other people rank the ads and share their favorites with Facebook friends. The USA TODAY Facebook Super Bowl Ad Meter consumer ratings will take place via an application hosted on Facebook and USATODAY.com, both online and via mobile.

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.  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 22 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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