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."
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.
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SOURCE Frito-Lay North
America