Doritos Puts up 1 Million for Consumer-Created Doritos Commercial that Beats Seasoned
Ad Pros During Super Bowl XLIII
Brand Puts Its Money Where Its Mouth Is - Cash Prize Up for Grabs if Consumer-
Generated Doritos Ad Takes the No. 1 Spot in USA TODAY's Ad Meter
The Doritos brand today announced it is once again giving complete control of its Super Bowl ad
air time to its fans. But this time, the snack chip brand is raising the stakes and underscoring its
confidence in the creativity of its fans. In addition to airing one fan's self-made Doritos ad to a
captive audience of millions, Doritos will give that talented winner $1 million if their :30 spot
takes down "the big guys" and becomes the first-ever consumer-created commercial to claim the
No. 1 ranking in USA TODAY's annual Ad Meter.
"We've always believed our fans have the talent and passion to compete at the highest level, and
we are putting $1 million on the table to demonstrate our confidence and also help our winner
fulfill their own destiny," said Ann Mukherjee, group vice president, marketing, Doritos.
"Whether it goes toward funding a short film, opening an ad agency or anything in between,
we're empowering them with an unmatched stage to compete on and a motivation to make it
Five finalists' ads will be announced in January 2009. Then it will be up to fans to vote for their
favorite ad online and determine the winning Doritos spot to air during the Super Bowl XLIII
broadcast on February 1, 2009 on NBC. Each of the five finalists will win $25,000 and a trip to
Tampa Bay, Florida to attend Super Bowl XLIII in a private luxury suite at the game, where they
will tune in to learn for the first time which ad won when it airs for a worldwide audience.
Beginning today, details about the advertising challenge are available at
Participants can upload :30 commercials that share their love for Doritos tortilla chips to
http://www.snackstrongproductions.com/ from October 3, 2008 to November