February 7, 2016
PLANO, Texas, Feb. 7, 2016 /PRNewswire/ -- In an unexpected move, the Doritos brand today celebrated the 10th and final edition of its "Crash the Super Bowl" consumer advertising contest by airing not one, but two consumer-created ads for an audience of more than 100 million during the Super Bowl 50 broadcast. The two "Crash the Super Bowl" ads that saw airtime – "Ultrasound" and "Doritos Dogs" – are still in the running for a $1 million grand prize and an opportunity unlike any other in the history of the contest: a 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.
The two ads that aired were (in alphabetical order by finalist last name):
- "Ultrasound" by Peter Carstairs, Australia
- "Doritos Dogs" by Jacob Chase, USA
The consumer-created ad with the highest number of total fan votes on www.doritos.com will win its creator the grand prize. The runner-up, selected by the Doritos brand, will receive $100,000 and the chance to work on a future Doritos project. The third finalist whose ad did not air also wins $100,000 in prize money and the opportunity to work on a future Doritos project.
The grand prize winner will be announced on Feb. 8, 2016. To view the winning ads and see official contest rules, visit www.doritos.com.
"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 to date. 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.
For its final edition, the contest attracted nearly 4,500 ads submissions from 28 countries globally. In early January, three finalist ads were selected by a qualified panel of judges, including executives from the Doritos brand and top advertising and marketing professionals.
Carstairs is a commercial filmmaker from Melbourne, Australia, and creator of "Ultrasound." The idea for his commercial, which was created for $2,000, came to him during his own experience during his wife's ultrasound while pregnant with their son, Freddy. In his ad, Carstairs offers a funny take on the hospital room where an ultrasound is taking place, a room where everyone is supposed to remain poised, calm and collected. The baby in the ultrasound image is Freddy himself – of course with the help of a little camera magic.
Chase, a Los Angeles-based writer, turned his "Doritos Dogs" commercial into reality with the help of friends, family members and a dog named "Misery" that he rescued with his girlfriend. Growing up, Chase always thought the concept of a "trench-coat totem pole" – animals stacked on top of the other to disguise themselves as people – was hilarious. So much so that he decided to create his own version, one that included Doritos chips and some puppy-inspired humor.
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 two winning ads as they aired.
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