Doritos called on global crunch crusaders to crash Super Bowl 50

Ads, Creativity

PepsiCo’s Doritos brand invites fans around the world to create an original television commercial for a chance to win a $1 million USD grand prize and an exclusive opportunity with Warner Bros. Pictures, DC Entertainment and Director Zack Snyder   

PepsiCo’s Doritos brand is calling on creative crunch crusaders around the world to capture the bold flavors and intense crunch that set Doritos apart from the snack pack in a 30-second television advertisement that could air during Super Bowl 50 and earn the filmmaker fame and fortune. For the tenth and final year of the Crash the Super Bowl contest, Doritos is issuing a last call to fans globally and inviting them to create the snack brand’s next great television creative. The creator whose advertisement packs the most punch – or crunch – will be awarded $1 million USD and the career opportunity of a lifetime collaborating with Zack Snyder while working with Warner Bros. Pictures and DC Entertainment.

Doritos was the first brand to hand over highly coveted Super Bowl air time to consumers, giving fans an opportunity to share their work and their love of Doritos on one of the world’s biggest stages. Since first taking the advertising world by storm ten years ago, the Crash the Super Bowl contest has received 32,000 consumer submissions and the brand has awarded more than $7 million USD in prize money. The competition is intense and the contest is responsible for some of the most creative and memorable commercials to have aired during the Super Bowl. It has also launched the careers of Doritos fans who have gone on to find great success in the industry.

Three years ago the contest was opened to fans outside of the United States and creative spots started pouring in from all corners of the world. Last year the contest received submissions from 29 different countries and aired its first ever advertisement by a filmmaker from outside of the U.S. when Canadian Graham Talbot’s Doritos commercial, “When Pigs Fly,” aired during the broadcast of Super Bowl XLIX.


The Super Bowl, the championship game of the National Football League of the United States, is one of the most widely watched television events in the United States and around the world, and the advertisements that air during the game are some of the most highly anticipated and most talked about of the year.

All submissions for the Crash the Super Bowl contest must be received by November 15, 2015.  A qualified panel of judges will then select semifinalists to be announced later that month. In January 2016, three finalists will be revealed and fans will be able to view the advertisements online and vote for their favorite, which will determine which spot will air during the Super Bowl broadcast. This year’s Crash the Super Bowl finalists will join an elite group of incredibly creative Doritos fans whose work has been supported by the brand over the years. Each of the finalists will be invited to California to attend Super Bowl 50 and watch the game from a private suite and for the first time in the history of the contest, all of the finalists will receive life-changing career opportunities in addition to cash prizes.

The commercial that received the most votes on will air during the February 7, 2016 broadcast of Super Bowl 50 on the CBS television network in the United States. In addition to winning $1 million USD, the creator of the winning commercial will also get a chance to collaborate with Zack Snyder, widely known for his work on action films including the 2004 remake of “Dawn of the Dead,” “300,” “Watchmen,” “Man of Steel,” and the upcoming “Batman v. Superman: Dawn of Justice.” The other two finalists will each win $100,000 USD and an opportunity to consult on an upcoming Doritos project.

“Only the Doritos brand gives aspiring filmmakers an opportunity to see their ads air during the Super Bowl,” says Snyder. “I started my career making commercials and remain a big fan of the medium. Having made several Super Bowl commercials myself, I’m really excited to be a part of this year’s contest. It is the venue which always produces the most innovative and exciting work. I look forward to seeing what everyone comes up with.”

PepsiCo’s relationship with the NFL is among the company’s longest-running and most-successful sports sponsorships. PepsiCo will leverage its relationship with the NFL to connect with consumers throughout the season with activations spanning many of the company’s largest food and beverage brands, including Pepsi, Tostitos, Quaker, Doritos and Gatorade.