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Doritos is returning to the Super Bowl ad scene in 2025, but instead of relying on an agency or brand executive to come up with the creative concept, the snack brand is looking to fans to create the final product.<\/p>\n
From 2006 to 2016, Doritos ran the \u201cCrash the Super Bowl\u201d contest featuring fan-made ads, which landed in the top five commercials on the USA Today Ad Meter for each of those 10 years, including four years in the No. 1 spot, according to Frito-Lay.<\/p>\n
This year, the brand is once again putting its Super Bowl ad\u2019s fate in the hands of a fan and is bringing the contest back, starting with a pair of self-deprecating ads seeking submissions and culminating with a winning fan-made ad airing during the broadcast on Fox on Feb. 9.<\/p>\n
So you think you can ad:<\/strong> There are plenty of Super Bowl viewers who criticize the ads\u2014or even think they can come up with better ones. So, according to the company, the idea is to challenge people to do just that.<\/p>\n \u201cWe still firmly believe that the best ideas often come from the most unexpected places,\u201d Tina Mahal, SVP of marketing at PepsiCo Foods North America, said in a press release.<\/p>\n On Thursday, Doritos began accepting submissions at DoritosCrash.com, and the brand will keep the contest open through Nov. 11. Later in the year, a panel of judges will select 25 submissions, one for each year Doritos has advertised in the Super Bowl, before narrowing the list to three finalists in January. At that point, voting will open to the public to choose the winning ad.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n The winner of the contest won\u2019t just have their work appear on advertising\u2019s biggest stage. They\u2019ll also be awarded $1 million and an all-expenses-paid trip to New Orleans for the game, according to Frito-Lay.<\/p>\n Roasted: <\/strong>To promote the contest, Doritos is running a series of billboard ads around the country, plus a social campaign, highlighting online criticisms of past Super Bowl commercials. The burns of the brand include:<\/p>\n To pay homage to past contests, Doritos will also run two spots featuring two past \u201cCrash the Super Bowl\u201d winners, \u201cGoat 4 Sale\u201d and \u201cSlap.\u201d The new commercials, which were directed by \u201cGoat 4 Sale\u201d creator Ben Callner, ask viewers if they think they can create something better than those ads.<\/p>\nGet marketing news you’ll actually want to read<\/h5>\n
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