DORITOS PUTS BIGGEST ADVERTISING MOMENT OF THE YEAR IN THE HANDS OF FANS

The biggest night in US sports is just a few days away, as Philadelphia and Kansas City prepare to battle it out to see who will be the 59th team to lift the most coveted trophy in American Football.

While the game itself may lack appeal for many on this side of the pond who can’t tell their ‘line of scrimmage’ from a ‘linebacker‘, there are other moments of entertainment to look forward to that, arguably, outshine the main event… Often, just as entertaining, are the blockbuster TV adverts.

While the dream of creating and producing such a spot is something most in the creative industries can only ever dream of, Doritos in the US gave aspiring film makers the opportunity to make that dream a reality.

Last September, Doritos issued their #DoritosCrash challenge.

The competition encouraged American Football fans and creators alike to unleash their creativity and love for the brand by shooting their own Doritos TV commercial for this weekend’s big game. The challenge that went out on social media was clear: “Think you can do better? Prove it.” The rules were simple: submit your own 30 second Doritos ad for a chance to win $1M and see your film aired during Sunday’s final.

A panel of judges made up of players and brand advertising experts narrowed down thousands of submissions to a final three, Abduction, Barbershop and Charades. Then it was the American public that got the final say on the winner, choosing Abduction as the winner.

The co-directors, Dylan and Nate’s spot, Abduction, proves that no one can resist the bold crunch of Doritos – not even extraterrestrials! Playing on sci-fi tropes and packed with hilarious twists and turns, this winning #DoritosCrash spot is out-of-this-world.

This is the first time that Brits will see a #DoritosCrash advert on TV, with the winning spot being aired across ITV and Sky Sports, during the big game this Sunday. However, the competition has actually been going since 2006, when Doritos launched a first-of-its-kind consumer-created ad contest. Social media was in its infancy and at the time; it was a bit of a gamble to put the biggest advertising moment of the year in the hands of fans. However, fortune favours the bold, and fans quickly proved the idea was a winning one.

The contest took place for ten years, with the last one airing in 2016. In those ten years, consumers created some of the most memorable and talked-about ads of all time, turning the contest into a cultural phenomenon.

Chris Bellinger, Chief Creative Officer at PepsiCo said: “This year’s #DoritosCrash contest winner Abduction, is the ultimate embodiment of Doritos’ For the Bold ethos. They truly pushed the bounds of creativity with their Abduction ad. We can’t wait to showcase their vision on the biggest stage in advertising, as we know the spot will inspire our fans to continue stepping outside of what is expected.”

Source: PepsiCo

  Advertising, Doritos, Dylan Bradshaw, experiential, Marketing, Nate Norell, PepsiCO, Super Bowl, Super Bowl LIX