Brandweek is coming up soon, this September 23–26! With C-suite leaders from iconic brands keynoting sessions, leading workshops and attending networking events, it’s the place to be for marketing innovation. Don’t miss out—Register now.
Let the tears of flamin’ hot joy flow, creators: PepsiCo’s Frito-Lay and Doritos are bringing back Crash the Super Bowl.
Nearly 20 years ago, Crash the Super Bowl first allowed anyone with a camera to make their own 30-second spot and compete for cash prizes and the ability to work with famous directors. By the time Doritos and Frito-Lay wound down the promotion in 2018, they had received 30,000 fan commercial submissions and handed out $7 million in prizes.
During its 10-year run from 2006-2016, Crash the Super Bowl ads broke into USA TODAY Ad Meter’s top five commercials each year, ranking number one four times. Unlike, say, the #DoritosTriangleTryout TikTok dance challenge from 2023, Crash the Super Bowl sent some creators into commercial work, film, and other corners of the entertainment industry.
“We still firmly believe that the best ideas often come from the most unexpected places,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. “Now that our fans have more access than ever to creative and ad-making tools, we can’t wait to see what they have up their sleeves.”
In later years, it also doled out $1 million to ads that topped the Ad Meter. That cash went to 2009’s “Free Doritos,” 2011’s “Pug Attack,” and 2012’s “Man’s Best Friend.” An online vote earned 2012’s “Sling Baby” another $1 million.
Starting tomorrow through November 11, fans can submit their own Super Bowl LIX ads at DoritosCrash.com for a chance at $1 million and a trip to the game. In the meantime, Doritos is showing fans how tough the world can be on those ads by releasing digital spots featuring previously winning fan-submitted ads—“Goat 4 Sale” and “Slap”—and including director Ben Callner and actor and director Dion Lack.
“When I submitted my ad in 2013, people told me the spot I made would never see the light of day, but I knew this was an opportunity to make something special,” Callner said. “After my ad, ‘Goat 4 Sale,’ ended up winning and airing during the Big Game, it truly changed the trajectory of my career.”