Doritos launched the biggest, most unexpected Crash the Super Bowl yet. With an ad contract and a $5 million payout on the line for sweeping the top three rankings of the USA TODAY Ad Meter, the contest will offer an unprecedented six :30 Super Bowl ad spots for consumer-created commercials. Plus, this year’s contest brings the most surprising twist to date—Doritos inviting Pepsi MAX to the program for even more chances to sweep the top spots on the Ad Meter. Each brand will air three :30 consumer-created ads during the Super Bowl XLV broadcast, February 6, on FOX.

Lay’s, a brand of PepsiCo‘s Frito-Lay division, announced that it is using all natural ingredients to craft its Lay’s Kettle Cooked potato chips. To mark the roll out of these potato chips, four different carvers officially began crafting a Lay’s Kettle Cooked billboard made entirely from wood at the corner of Van Ness and Mission streets, the busiest intersection in San Francisco, Calif.