Two Consumer-Created Doritos Ads Crash The Super Bowl Advertising Stage, Now Compete For $1 Million Bonus Prize

PLANO, Texas, Feb. 3, 2013 /PRNewswire/ -- The Doritos brand gave two fans the opportunity to showcase their filmmaking talent on the world's biggest advertising stage when it aired their consumer-created Doritos commercials during tonight's Super Bowl XLVII broadcast. Depending on how the spots rank on the USA TODAY Ad Meter, either fan could win a $1 million bonus prize and the career-changing opportunity to work with acclaimed film director Michael Bay on the next installment of the blockbuster "Transformers" movie franchise from Paramount Pictures and Hasbro, set to be released on June 27, 2014. This marks the seventh year in a row consumers have created Super Bowl ads for Doritos, one of the flagship brands from PepsiCo's Frito-Lay division.

The two ads that aired were (in alphabetical order by finalist last name):

• "Goat 4 Sale" by Ben Callner
• "Fashionista Daddy" by Mark Freiburger

"We've always felt that the Doritos brand should be shaped by its fans, and we're proud to give them this unmatched stage and one of the boldest opportunities possible to spotlight their talents year over year," said Ram Krishnan, vice president of marketing, Frito-Lay North America. "We are so proud of our finalists and can't wait to see how they stack up on the Ad Meter rankings."

"Both of these Doritos spots are original and creative, and I'm really looking forward to working with one of the winners," said Bay, who began his career as a creative force in the advertising world and is now one of Hollywood's boldest and most bankable feature film directors with a repertoire that includes such blockbuster hits as the "Transformers" franchise, "Armageddon," "Pearl Harbor," "Bad Boys" and "The Rock."

The two ads that aired were among five finalist ads selected by the Doritos brand from thousands of submissions received as part of the contest. One of the ads that aired was determined by America's votes; the other was selected by the Doritos brand.

From here, the Crash the Super Bowl program enters its final phase as the creators of the two winning Doritos ads wait to see how they stack up in the USA TODAY Ad Meter, competing against all ads that aired during the Super Bowl XLVII broadcast. The Ad Meter payouts are as follows:

• $1 million will be awarded for an ad that scores the No. 1 spot on the USA TODAY Ad Meter
• $600,000 will be awarded for an ad that scores the No. 2 spot on the USA TODAY Ad meter
• $400,000 will be awarded for an ad that scores the No. 3 spot on the USA TODAY Ad meter

Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have consistently ranked within the top-five spots of the USA TODAY Ad Meter, and three of the last four years they have scored the No. 1 ranking.

Callner, an Atlanta-based freelance director, came up with the idea for "Goat 4 Sale" after his goat-owning friend said, "It's funny when my goats eat crunchy food."  The spot is about an unlikely friendship between a bearded man and a Doritos-eating goat. The pair shares a love for Doritos chips, until the goat's constant crunching gets on the bearded man's last nerve.

Freiburger, a freelance director, spent just $300 to create "Fashionista Daddy." The spot tells the classic story about a father's love for his daughter – and Doritos chips. A dad gets roped into playing "Princess Fashion Show" with his daughter after she promises him a bag of Doritos chips in return. Once his friends catch him eating the chips in his "Fashion Show" dress and makeup, they join in on the fun.

Created in 1989, the USA TODAY Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry. USA TODAY Ad Meter does not sponsor and is not affiliated with the contest.

PepsiCo's relationship with the NFL is among the company's longest running and most successful sports sponsorships. PepsiCo leverages its sponsorship with the NFL to connect with consumers throughout the season, culminating at the Super Bowl with exciting activations by the company's largest food and beverage brands. Examples include:

• Pepsi sponsored the Super Bowl XLVII Halftime Show in New Orleans featuring global music icon Beyonce, bringing Pepsi's signature style of consumer engagement to pop culture's biggest stage. 
• The national Pepsi NFL Anthems program brought to life original anthems for seven iconic NFL teams and featured some of today's most talented musical artists and players.
• The NFL PLAY 60 Super Bowl Contest presented by Quaker offered once-in-a-lifetime prizes to inspire kids who make eating right and physical fitness a priority, with one grand prize winner selected to go to Super Bowl XLVII and run the game ball onto the field.
• Gatorade and the Gatorade Sports Science Institute have been working closely with 11 NFL rookies this year to help guide their fueling plans and help improve performance, with each rookie's story documented in a web series called "Everything to Prove" on NFL.com.  
• Since 1983, Gatorade has partnered with the NFL to fuel its athletes across all 32 teams. For Super Bowl XLVII, Gatorade fueled the two competing teams with a highly-visible sidelines presence as well as a fuel presence in the locker rooms and training facilities.
• Through the Pepsi MAX NFL Rookie of the Week program, fans voted for a stand-out Rookie each week of the 2012 NFL regular season and finalists throughout the month of January, leading up to the announcement of the Pepsi MAX NFL Rookie of the Year in New Orleans the night before the Super Bowl.
• All season long, the "Make Your Game Day Official" promotion gave consumers who capture Frito-Lay snacks and Pepsi beverages together a chance to win official NFL prizes, including a trip to Super Bowl XLVII.
• NFL and Super Bowl-branded Pepsi packaging, national product displays with Pepsi, Frito-Lay, Quaker and Gatorade, and local New Orleans-themed point-of-sale materials engage fans in the marketplace.

About Doritos

Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  To learn more about the Doritos brand, visit its website at www.doritos.com or on Twitter at www.twitter.com/DoritosUSA or on Facebook at http://www.facebook.com/DoritosUSA.

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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SOURCE Doritos