Paid Post: “Crash the Super Bowl” Contest To Award $5 Mil. In Prize Money

Editor’s Note: This is a sponsored post, bought and paid for by the Doritos brand.
Baseball, for many fans, has faded from view. The NHL has contract issues, and many foresee another cancellation of an entire hockey season. Basketball, meh. This time of year means one thing, football.

As we quickly approach midseason, the ad world begins to look towards the Super Bowl. This year, Doritos is back on the seventh anniversary of the Crash The Superbowl program, the consumer generated ads where wannabe admen and directors take their shot at fame and fortune by earning the air time for everyone’s favorite game day snack.

I’ll summon my best Don LaFontaine voice “In a world where Doritos crashes the Super Bowl, Doritos raises the stakes higher than ever before. One Man (or woman, thanks legal dept), has a chance to work with Michael Bay on the next installment of the “Transformers” movie franchise. And, a shot at a $1 million bonus.”

Michael, freaking, Bay. Whom, incidentally, got his start doing TV in the ad biz.

From now until Nov. 16, 2012, participants in the contest can visit the Doritos Facebook Page and upload their :30 homemade commercials.

New to this year’s contest, the app will feature a “Pitch In” collaboration tool that allows fans from all walks of life to interact with each other and assist with the creation of Crash the Super Bowl entries by requesting or offering up props, talent and other items contestants need to create their potentially winning ads. Now, anyone from any background can play a role in the creation of the next great Doritos masterpiece. The app will also house the traditional toolbox where Doritos logos, product shots, music and animations are available for download and use, as well as the gallery of all contest submissions where fans can view submissions and weigh in on their personal favorites.

Five finalist ads will be announced in January 2013. Then it will be up to fans to vote for their favorite consumer-created ad. The Doritos brand originally introduced Crash the Super Bowl in 2007, and aired its first consumer-created commercial during Super Bowl XLIV. Over the last six years, consumer-created Doritos ads have consistently ranked within the top-five spots of the USA TODAY Ad Meter, and three of the last four years they have scored the No. 1 ranking. As a result, the creators of these top-ranked winning ads have been awarded millions of dollars in grand prize money. Contest finalists have also gone on to receive commercial work, Hollywood representation and other once-in-a-lifetime opportunities. To date, the brand has received more than 19,000 consumer-generated ad submissions, further demonstrating the popularity of the award-winning program.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.