Doritos Reveals Consumers’ Ads for Super Bowl XLIV

The Doritos brand revealed six finalists selected from more than 4,000 entries in the fourth annual Doritos «Crash the Super Bowl» challenge, where the stakes this year are bigger and bolder than ever.

Contestants are not only competing to have their self-made Doritos commercials aired during the Super Bowl XLIV broadcast, they also are shooting to make history by beating the ad pros and garnering the top three spots in USA TODAY’s annual Ad Meter.


«Every year, we continue to be impressed with the talent our fans bring to the table,» said Rudy Wilson, vice president, marketing, Frito-Lay. «This year, however, Crash the Super Bowl achieved a new level of success with more than 4,000 entries coming from an incredibly wide range of ages, backgrounds and geographies, including entries with actual celebrities in them. This kind of mainstream involvement and excitement is something we never predicted, and we couldn’t be more excited about it.»

It is now up to Doritos fans nationwide to select the three homemade ads they want to see aired during the Super Bowl XLIV broadcast February 7, 2010 on CBS, and potentially become the first-ever consumer-created commercials to rank top-three in the USA TODAY Ad Meter. Consumers in the U.S. can vote for their favorite finalist once a day at between January 5, 2010 and January 31, 2010. The winning ads will not be revealed to the world — or the six finalists — until they air on national television during the Super Bowl broadcast.


Potential grand prizing for the contest will be based on each of the three winning ad’s ranking on the USA TODAY Ad Meter:

* $1 million will be awarded for a Doritos ad that scores the number one spot on the Ad Meter
* $600,000 will be awarded for a Doritos ad that scores the number two spot on the Ad Meter
* $400,000 will be awarded for a Doritos ad that scores the number three spot on the Ad Meter

If the consumer-created Doritos ads sweep all top three rankings of the USA TODAY Ad Meter, an additional $1 million bonus will be awarded to each winner for a total prize giveaway of $5 million.

In addition to sending the six finalists to this year’s Big Game, Doritos is giving online voters a chance to get in on the action by giving away a pair of Super Bowl tickets every day of the voting period. While at the contest Web site voting, visitors also can enjoy watching all 4,063 of the creative and entertaining submissions that came in from every corner of the country.

Watch the videos here and rate the best ones.