February 7, 2016
PLANO, Texas, Feb. 7, 2016 /PRNewswire/ -- It took three cleverly acrobatic dogs disguised as a person — make that a very tall person with a tail — to make the very last "Crash the Super Bowl" contest among the most memorable.
After amassing the most fan votes on www.doritos.com, Los Angeles native Jacob Chase, the creator of the instant classic "Doritos Dogs," saw his ad air for an audience of more than 100 million during Sunday's Super Bowl 50 broadcast, earning a No. 4 ranking on the USA TODAY Ad Meter. For his achievement, Chase was awarded this year's "Crash the Super Bowl" grand prize: $1 million and a dream-come-true chance to collaborate with director Zack Snyder while working with Warner Bros. Pictures and DC Entertainment. Snyder is the director of the much-anticipated action film, "Batman v Superman: Dawn of Justice," set for release March 25, 2016. The film marks the first time the two iconic Super Heroes will share the big screen.
If happiness is a cute puppy, then this ad's three celebrity dogs — shoulder on shoulder — scored the rough equivalent of the Super Bowl blue ribbon. Chase, the 29-year-old television writer who spent the majority of his youth acting in various theatrical and broadcast productions, featured his own small, white rescue dog, "Misery," (along with some dogs of some friends) in the spot. He says he hopes to use the pot of money — and the big Hollywood gig — to pay off student loans and underwrite his dream of filming his own Hollywood movie.
"These are all rescue dogs that once lived in terrible circumstances," says Chase. "Now they're living the American Dream — they're on the Super Bowl."
For Chase and his girlfriend — both dog lovers who know first-hand how difficult it can be to bring their dog along with them into a store — the commercial represented an opportunity for some savvy dogs to turn the tables on people. "The best thing of all is that the dogs we love most, we got to see in a Super Bowl commercial," he boasts. What's more, he adds, "The dogs got to see themselves on the Super Bowl, too."
"Doritos Dogs" was filmed at a neighborhood grocery store about 90 minutes from Los Angeles. It was shot in one day for about $1,000.
In an unexpected move, the Doritos brand celebrated the 10th and final edition of "Crash the Super Bowl" by airing a second consumer-created finalist spot in Sunday's Super Bowl 50 broadcast. "Ultrasound," created by Peter Carstairs placed No. 3 in the USA TODAY Ad Meter rankings. Both Carstairs and second runner-up, David Rudy who created "Swipe for Doritos" each will receive $100,000 and the chance to work on a future Doritos project. To see all three ads, visit www.doritos.com.
The three finalists were selected by an experienced, qualified panel of judges, including executives from the Doritos brand and top advertising and marketing professionals. This year's contest attracted nearly 4,500 ads submissions from 28 countries globally.
All three finalists attended Super Bowl 50 in the San Francisco Bay Area where they watched the game and saw — at the same time as the rest of the world — the ads as they aired.
"Crash the Super Bowl" began in 2006, when consumers – for the first time in history – were invited to create and submit 30-second homemade ads whose sole purpose was to extol their devotion to the Doritos brand. At the time the contest was a long shot, but it didn't take long to make its mark – soon scoring among the best and even winning many of the Super Bowl's most prominent advertising competitions. Since the contest began, consumer-created Doritos Super Bowl ads have consistently ranked within the top-five spots of the USA TODAY Ad Meter, taking the No. 1 ranking four times. As a result, the creators of these top-ranked winning ads have been awarded millions of dollars in grand prize money and have gone on to receive commercial work, Hollywood representation and other life-changing experiences. Through "Crash the Super Bowl," the Doritos brand sparked a marketing industry in terms of crowd sourcing. This year's contest marked the culmination of the decade-long program.
The Super Bowl represents the culmination of a season-long activation for PepsiCo and its brands, which include Pepsi, the sponsor of the Pepsi Super Bowl 50 Halftime Show; Doritos, with its hugely successful "Crash the Super Bowl" contest; Gatorade, which fuels athletes on the field and is a staple of Super Bowl sidelines and locker rooms; Mountain Dew, who is back with a hilarious in-game advertisement for the first time in more than 15 years; and Tostitos, which helps fans "Party Like a Pro."
Doritos is one of the billion-dollar brands that makes up Frito-Lay North America, the $14 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, N.Y. Learn more about Doritos by visiting www.Doritos.com.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2014, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.PepsiCo.com.
SOURCE Frito-Lay North America