Last September Doritos announced they were bringing back its iconic Crash the Super Bowl contest for the 2025 Big Game, giving fans a chance to create the next viral ad sensation. The question posed was, “Do you think you can do better than the pros?” Thousands of hopefuls answered the challenge, and the brand has now revealed its 25 semifinalists who will vie for $1 million.
The semifinalists represent 14 states. Their spots range from very funny and imaginative to downright baffling. But as the excitement builds, one question lingers: Are these amateur-made submissions groundbreaking and Super Bowl-worthy?
Some of the semifinalists that truly stand out are making waves for their imaginative concepts and impressive production value, particularly those utilizing cutting-edge visual effects to elevate their storytelling. Long Neck takes a quirky and visually inventive approach, featuring an office worker whose necks hilariously elongate as he vies for his co-worker’s Doritos, creating a surreal and comedic effect that is both memorable and reminiscent of a Skittles ad.
Meanwhile, Abduction leans into high-octane sci-fi, with a dramatic sequence where a determined snack lover wrestles with a UFO to reclaim his precious bag of Doritos. The slick cinematography, seamless CGI, and dynamic pacing in these entries highlight how far fan-created content has come, rivaling the quality of professional ad campaigns while injecting a bold and fresh perspective.
Another standout is Work from Home, which takes a humorous jab at remote work culture and the request to come back into the office – something many companies (looking at you WPP) are leaning into this year:
Two outstanding spots, Noah Uses Doritos to Get Animals on the Arc (their misspelling, not ours) and Cheesetopia, had the Reel 360 News team in stitches. We can see them on the Super Bowl.
Yet, three semifinalists curiously revolve around an urn—a motif that won the contest in 2011 under the direction of Tynesha Williams. It raises the question: Why revisit this concept more than a decade later?
The original:
And the new entries:
One other spot features a woman, an urn and a beach and another spotlights a man with his dad in an urn. It’s an unwritten code in advertising if something has been done, don’t do it again. We can’t fault the creators, but the people at Doritos should know better. Oh well.
Other entries feel less inspired. An entry titled, Ranch Breath, struggles to land its punchline as two potential lovers react to each other’s Doritos breath, while Size Matters, a spot with a thinly veiled penis joke, misses the mark on originality. And a spot where buddies end up licking Doritos dust off of a friend’s toes is just… gross.
Meanwhile, Bold Matters, which features elderly rappers, feels derivative, echoing Pepsi’s earlier BBDO ads with a similar device.
There was a spot that stood out to us for its ingenuity, set up and giving women the spotlight. Called “Bag Football,” the creative featured women playing flag football with a twist:
Unfortunately, the creative did not make the cut.
In reviving Crash the Super Bowl, Doritos is tapping into nostalgia, a powerful marketing tool. But with the advertising landscape more competitive than ever, the challenge is to deliver something truly fresh. Chris Bellinger, PepsiCo’s Chief Creative Officer, acknowledges this balance to Variety, saying, “It’s gotta have a great idea, polish, and humor.” While there are entries like Monster Crunch that are high quality, there are others that rely on familiar themes like the urns.
Fans can view the semifinalists’ submissions on DoritosCrash.com and vote once per day, per device, from January 14 to January 28. The top three finalists will compete for the grand prize, with the winner revealed on February 3, just days before the Super Bowl.
This year’s contest arrives as content creation has become more accessible than ever, thanks to platforms like TikTok and YouTube. In 2007, a wedding photographer submitting an ad for the contest was seen as groundbreaking. Today, the same opportunity could go to a seasoned influencer with millions of followers.
Doritos has built a legacy of memorable Super Bowl commercials, from hilariously unexpected moments to emotional stories that resonate. Last year’s ad, featuring Wednesday star Jenna Ortega, was a hit, using her star power to promote Doritos Dinamita flavors. Now, with the Crash the Super Bowl contest back in the spotlight, the pressure is on to deliver an ad that not only entertains but also redefines what fan-generated content can achieve.
As the contest unfolds, fans and critics alike will be watching closely to see if the semifinalists live up to the lofty expectations set by past Crash winners—or if Doritos will need to go back to the drawing board next year.
Fans can begin voting for their favorites starting January 14, with the grand prize winner set to be announced on February 3, earning a $1 million prize and their ad airing during the Big Game. The game is scheduled to be played on February 9, 2025, at the Caesars Superdome in New Orleans, Louisiana.
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