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."
About Doritos
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.
About PepsiCo
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.
Follow PepsiCo:
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SOURCE Frito-Lay North
America