Doritos – ‘Crash the Super Bowl’
30 March 2012
Date: February 2012-ongoing
Agency: Crowdsourced; overseen by Goodby Silverstein
Media channels: Online; TV
Doritos has proved that you don’t need a massive Hollywood-scale budget to create successful and memorable ads with its ‘Crash the Super Bowl’ crowdsourcing competition.
One of the winning ads, ‘Man’s Best Friend’, was shot on a $20 budget but ranks among Nielsen’s top five ‘most-remembered’ and top five ‘most-liked’ charts for ads broadcast during the Super Bowl.
Overseen by Omnicom-owned Goodby Silverstein & Partners, the competition was open to independent film-makers, with the winners chosen through a public vote. The winning ads, ‘Man’s Best Friend’ and ‘Sling Baby’, both did well in Nielsen’s ratings, with ‘Sling Baby’ taking the top spot in both charts.
‘Man’s Best Friend’ also went on to be ranked number one on USA Today’s ad meter rankings, with ‘Sling Baby’ ranking number four on this list. ‘Swing Baby’ features a grandmother firing a baby across a garden in its elasticised bouncer, while ‘Man’s Best Friend’ shows a dog burying a cat and bribing an onlooker with a packet of Doritos to keep quiet about it.
This year marked the sixth anniversary of the ‘Crash the Super Bowl’ campaign, run by Frito-Lay, asking consumers to vote on their favourite consumer-generated spot to appear during the big game.
The two Doritos ads that aired were among five finalists selected by the brand from more than 6,100 submissions. Consumer votes determined one of the winners, while Doritos selected the other.
As part of this year’s contest, the ad creators – Jonathan Freidman and Kevin T Wilson – have been awarded a guaranteed opportunity to work on a future Doritos project. “We are thrilled for both our winners and excited to award our third million dollar bonus prize in four years,” says Tony Matta, vice-president of marketing, Frito-Lay North America.
Since the contest began in 2007, consumer-created Doritos ads have consistently ranked in the top five spots of the USA Today ad meter.