As a seasoned movie critic with over three decades of experience under my belt, I’ve seen it all – from Hollywood blockbusters to independent films made on shoestring budgets. The Doritos Crash the Super Bowl contest is an exciting venture that brings me back to my humble beginnings when I started my career making short films with a camcorder and a dream.
The creativity, ingenuity, and sheer audacity of these amateur filmmakers are truly inspiring. It’s like watching a modern-day David versus Goliath story unfold right before our eyes. The fact that some of these entries could potentially outshine the work of big-name advertising agencies is nothing short of astounding.
One thing I can say for sure is that humor and polish are crucial elements in any successful film, whether it’s a Super Bowl ad or an Oscar-winning feature. The diversity of ideas, from shrinking humans to enjoy Doritos crumbs to sci-fi spots featuring bold flavor entities on the run, shows that these amateur filmmakers have got what it takes to captivate audiences and make us laugh.
In the end, I can’t help but think that if only I had access to YouTube and smartphone cameras back in my day, maybe I could have entered the contest myself! Who knows? Perhaps I might have even won a million dollars and had my ad aired during the Big Game. After all, they say laughter is the best seasoning, and Doritos certainly know how to bring out the flavor!
For Super Bowl LIX, Doritos’ executives plan to emphasize their traditional flavor rather than the wide range of options such as Cool Ranch or Flamin’ Hot Limon.
For the upcoming Super Bowl, Frito-Lay, a well-known snack company under PepsiCo, is resurrecting its popular “Crash the Super Bowl” competition. From thousands of submissions, they’ve whittled it down to 25 semi-finalists. If their attempts at crafting an ad for the Super Bowl are successful, they could stand to make a substantial profit. The winners will have their ads aired during the big event and receive $1 million as a prize.
The expense for PepsiCo and Frito-Lay increases when they participate in the Super Bowl, as Fox is asking over $7 million for a mere 30-second advertising spot during the broadcast on February 9.
Despite the array of advanced technology available to today’s innovators, from sophisticated smartphone cameras to an assortment of digital video editing tools, Chris Bellinger, PepsiCo’s chief creative officer for food operations, emphasizes that a fantastic concept is crucial. “It needs a certain level of refinement,” he says. “And it should carry an element of humor.”
Even with the latest technology at their fingertips, from smartphone cameras to video editing tools, Chris Bellinger, head of creative at PepsiCo’s food department, believes that having a fantastic idea is key. “It should have some shine,” he says. “And it should make people laugh.
Doritos is planning to start a new phase in its quest for innovative Super Bowl advertisements, not from major advertising agencies, but directly from consumers. Many of the winning submissions in this contest are as professional-looking as ads you’d see from renowned agencies like BBDO, McCann Worldwide, or Ogilvy on Madison Avenue.
One contender has created an advertisement where three friends magically shrink themselves to ant size to savor the tiny Doritos crumbs left in the bag., Another focuses on an elderly couple using just one set of dentures to relish their beloved snack., A third employs a sci-fi setting and presents Doritos’ bold flavor as a lively entity…that has somehow escaped.
Bellinger finds it truly remarkable as unexpected concepts are presented, each one being remarkably unique,” he says. “There are certain domains where you wouldn’t expect Doritos to make an impact, but they surprise with their humor. I’ve witnessed a sci-fi advertisement and one that was dramatic.
The organization plans to employ an internal selection method to reduce the number of applicants, as hinted by the executive. It’s worth noting that various parties might be part of this decision-making process.
Frito-Lay aims to determine if the DIY (Do-It-Yourself) idea continues to be popular. The initial launch of “Crash” occurred in 2007, at a time when YouTube and user-created content were growing in popularity among American consumers. Facebook was still relatively new. Traditional media had concerns about whether they could produce ads and other content without professional production and a low-fi (low fidelity) appearance.
By 2015, it became apparent that the original concept had reached its end, despite the fact that the notion of enabling people to generate trending content remained robust. Doritos then turned their focus to fresh concepts following one final attempt at self-funded innovation, as director Zack Synder consented to assist top contestants. As Bellinger explains, “At that stage, it was evident there was a change.” More Super Bowl advertisers began to use celebrities, and longer commercials were becoming increasingly common among major game sponsors. “We were witnessing more 60-second ads, more two-minute spots,” he said. Doritos wanted to emphasize their new flavors and snacking moments. In 2018, PepsiCo aired a single advertisement showcasing a spicy version of Doritos and a new lemon-lime variant of Mountain Dew.
By 2025, it’s simpler than ever for someone to produce content ranging from a newsletter or podcast to a full-scale media empire. In contrast to 2007, where an aspiring Doritos ad-maker like Jared Cicon, who was previously a wedding photographer, might have been considered an anomaly, today, a talented creator could potentially reach the level of a prominent influencer such as Alex Cooper.
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2025-01-03 15:16