A hungry UFO, a barbershop customer who can’t resist Doritos’ dust, and a not-so-bright dad make up the three Doritos finalists for its revived Crash the Super Bowl contest. To promote the return of the fan-driven campaign after nearly a decade, the brand released a new ad featuring Kansas City Chiefs quarterback Patrick Mahomes and teammates Chris Jones, Xavier Worthy, Creed Humphrey, and mascot K.C. Wolf.
The finalist ads who will vie for $1 million and a chance to air on the Big Game, selected by fans from 25 semifinalists, include:
“Abduction” by Dylan Bradshaw and Nate Norell: A humorous take on a man desperately trying to protect his Doritos from aliens.
“Barbershop” by Zach Shenouda and Ryan Robinson: A playful look at a young man in a barbershop who can’t resist the allure of Doritos dust.
“Charades” by Mark Blitch: A family game night gone hilariously wrong during what should be a simple round of charades.
“These three final commercials remind us that when a brand puts the fate of its biggest advertising moment of the year in the fans’ hands, incredible moments can happen,” said Tina Mahal, Senior VP of Marketing at PepsiCo Foods North America.
This year’s finalists represent a range of creative talent:
- Bradshaw and Norell previously worked with content creator Zach King, known for his viral special-effects videos.
- Shenouda and Robinson are USC seniors studying film.
- Blitch has spent nearly 20 years producing content for a nonprofit video production company in Texas.
To generate excitement for the contest, Doritos released a new spot featuring Mahomes and his teammates and mascots watching and reacting to the finalist commercials. Created by Goodby Silverstein & Partners, the ad shows the Chiefs stars gathered around a conference table with Doritos in hand, humorously passing judgment on the spots. Watch below:
The spot will air on digital, online video, and social media platforms, urging fans to vote and engage with the campaign.
Doritos first introduced the Crash the Super Bowl contest in 2006, pioneering crowd-sourced advertising during the early days of user-generated content. The return of the campaign shows the enduring power of fan creativity and its ability to deliver memorable moments on one of the biggest advertising stages of the year.
Fans can cast their votes for their favorite ad at DoritosCrash.com. The winning creators will receive $1 million and a trip to New Orleans to watch their ad air during the Super Bowl.
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Doritos chooses 25 semifinalists to “Crash the Super Bowl” But are they any good?
