The millions who watch the Super Bowl have one thing in common each year: they all think they can make better commercials than the advertisers. This year, Doritos is clapping back with a bold yet simple challenge: Prove it! Calling on its fans to "unleash your creativity and love for Doritos by creating a better ad than Doritos ever could," Doritos is bringing back its Crash the Super Bowl contest. Entrants will have the chance to see their ad aired during the Big Game and win $1 million.
"When Doritos originally launched this campaign nearly 20 years ago, it was the first of its kind, giving fans previously unheard of creative control and ownership of our brand — and on the biggest advertising stage of the year," said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. "We still firmly believe that the best ideas arise when we are willing to be bold, take risks and champion our fans. Now that our fans have more access than ever to creative and ad-making tools, we can't wait to see what they have up their sleeves."
During its 10-year run from 2006-2016, fans who entered the Doritos Crash the Super Bowl campaign created some of the most memorable and talked about Super Bowl ads of all time. The ads broke into USA Today Ad Meter's top five commercials every single year, ranking number one four times. Some creators went on to become industry professionals.
Doritos Crash the Super Bowl contest will accept submissions through November 11. The winning commercial will then be selected through the following process:
- A qualified panel of judges will select the top 25 submissions, one for each year Doritos has aired a commercial during the Super Bowl.
- Tree finalists will be announced in January, and fans can vote for their favorite at DoritosCrash.com.
- The winning ad's creator — as selected by fan votes from the three finalists — will receive $1 million and an all-expenses-paid trip to New Orleans for the Big Game on February 9, 2025.
For more information on the campaign, including official rules for the Crash the Super Bowl contest, step-by-step submission instructions, and a toolkit featuring music, logos and other helpful brand assets, visit DoritosCrash.com.
