The Doritos brand has named the winners of its Crash the Super Bowl contest during which fans had a chance to showcase their talent on the world’s biggest advertising stage. The winning ads aired during Super Bowl XLVI broadcast yesterday.
Jonathan Friedman who created the ‘Man’s Best Friend’ ad and Kevin T. Willson, author of the ‘Sling Baby’ ad will compete for a chance to win a $1 million cash bonus prize. To receive the money prize, the winning ad should score the No. 1 spot on either the traditional USA Today Ad Meter or the recently created USA Today Facebook Super Bowl Ad Meter.
Friedman, a freelance graphic designer and musician, spent just $20 to buy dog treats, a cat collar and a bag of Doritos tortilla chips to film ‘Man’s Best Friend.’ Willson, a former special education teacher, left his steady job in 2005 to let his dream of comedy film production come true. With his ‘Sling Baby’ ranked No.1 in the USA Today Facebook Super Bowl Ad Meter, has all chances to win the first prize. At the moment ‘Man’s Best Friend’ is ranked No.3, following Bud Light‘s ‘Weego’. No.4 goes M&M‘s ‘Just My Shell’, followed by Skechers’ ‘Go Run.’ The last in the Ad Meter is GoDaddy’s ‘The Cloud’ (No. 54).
Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division, have received more than 6,100 submissions. One of the winning ads was determined by consumer voting; the other was selected by the Doritos brand. This is the sixth year in a row that consumers have created Super Bowl ads for Doritos.
The winners of this year’s Crash the Super Bowl challenge will also have a guaranteed opportunity to work on a future Doritos project with popular entertainment team— the award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone that make up The Lonely Island.
“From the beginning, we set out to make this the biggest Crash the Super Bowl ever by offering our fans a shot at the most life-changing grand prize to date , which we hope will unlock a new world of opportunity for these talented artists,” said Tony Matta, vice president of marketing, Frito-Lay North America. “Our fans responded in the biggest way possible, submitting a record-setting number of ads and driving the most consumer votes in contest history. Tonight’s winning ads were among the best we’ve ever seen—we can’t wait to see what happens next as their creators go to compete for the top spot in the USA Today Ad Meter rankings.”
During the final phase of the contest, the creators of the two winning Doritos ads will compete against all ads that aired during the Super Bowl XLVI broadcast and see how they stack up in the traditional USA Today Ad Meter and its Facebook equivalent.