For the first time in seven years, fans of Doritos have an exciting chance to vote for their favorite Super Bowl ad—an opportunity that comes with a $1 million cash prize and Super Bowl tickets for the winner.
Doritos Brings Back the Fan-Favorite Contest
Doritos has brought back the beloved “Crash the Super Bowl” contest, a fan-driven initiative that ran from 2007 to 2016.
During its original run, it invited enthusiasts to craft their own Doritos commercials, with the most popular submissions put up for public voting.
Previously, winners were awarded a $10,000 prize along with a trip to the Super Bowl.
This time around, the stakes are much higher: the grand prize has soared to a whopping $1 million, along with a trip to this year’s Super Bowl, which will take place in New Orleans.
Finalists and Fan Engagement
The competition has already revealed its three finalists for 2025.
One contender, “Abduction,” created by Dylan Bradshaw and Nate Norell, presents a comical clash between a man and aliens who are all after a bag of Doritos.
Another finalist, “Charades,” crafted by Mark Blitch from Wylie, Texas, showcases a man trying to understand the clues his family throws at him.
Lastly, “Barbershop,” produced by University of Southern California film students Zach Shenouda and Ryan Robinson, pays tribute to a fan-favorite ad from the 2014 contest known as “Finger Cleaner.”
To further energize the contest, Doritos enlisted a few Kansas City Chiefs players, including Patrick Mahomes, Chris Jones, Xavier Worthy, and Creed Humphrey.
They participated in a focus group to discuss the finalists, although they kept many details under wraps.
The Impact of User-Generated Content
“Crash the Super Bowl” is often credited with setting the standard for fan interaction in Super Bowl advertising—an approach that has been widely imitated across the advertising world.
Last year, for instance, DoorDash launched its “DoorDash All the Ads” contest, FanDuel rolled out “Kick of Destiny,” which allowed fans to bet on game outcomes, and Miller Lite gave away QR-coded T-shirts.
Initially kicked off in 2006, the campaign came about during a time when user-generated content was gaining traction, setting the stage for what would grow into a creator economy anticipated to hit $480 billion by 2027.
The Chief Creative Officer of PepsiCo Foods explained that the essence of “Crash the Super Bowl” revolves around empowering fans.
With technology advancing and creator culture on the rise, now is the perfect time to bring the contest back.
Today’s participants can utilize enhanced technology and many boast significant social media followings, which helps them engage their audiences as they pursue the Super Bowl spotlight.
Voting is currently open at DoritosCrash.com and will continue until January 28.
The winner of this year’s contest will be announced in early February, just ahead of Super Bowl LIX, scheduled for February 9.
Source: Fastcompany