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Doritos. Job At Universal. Money.

If you make the right Doritos commercial, and you could get a job at Universal + a $1 million grand prize (hopefully that’s not $1 million worth of Doritos?).  

This press release tells you more… 

PLANO, Texas, Sept. 4, 2014 /PRNewswire/ -- Following much speculation from fans around the globe, Doritos — one of the marquee brands from PepsiCo's Frito-Lay division — today announced the return of its award-winning Crash the Super Bowl contest. Marking only the second time in contest history, consumers around the world are invited to participate in this year's competition, with two lucky winners ultimately seeing their homemade ads air for a global television audience of millions during the Super Bowl XLIX broadcast. As part of this year's contest, the creator of the ad receiving the most fan votes will win a guaranteed $1 million grand prize, as well as an opportunity unlike any other in the history of the contest: a chance to work as a contractor for a full year onsite at Universal Pictures in Hollywood, alongside some of the best and brightest in the entertainment industry today. More details and official rules are available at

For more than 100 years, Universal has created global hits from "Jaws" to "E.T. The Extra-Terrestrial," as well as the blockbuster films of the "Jurassic Park," "Fast & Furious," "Bourne," "Ted" and "Despicable Me" series. This year's winner will experience firsthand the inner workings of this major motion picture studio and have the chance to lend his or her creative talents to a variety of projects including future Universal Pictures releases such as "Pitch Perfect 2" and other big comedies.

While onsite at Universal Pictures, this year's winner will collaborate with some of the most talented stars in Hollywood, including Elizabeth Banks, who will be making her directorial debut on "Pitch Perfect 2." Banks has starred in critically-acclaimed films such as "The 40-Year-Old Virgin," "Seabiscuit," and "Pitch Perfect," as well as global franchises like "The Lego Movie," "The Hunger Games" and "Spider-Man." In addition to her role as a collaborator with this year's Crash the Super Bowl winner, Banks will also serve on the judging panel that determines the contest finalists.

"The Doritos Crash the Super Bowl contest is such an exciting program because it gives aspiring filmmakers around the world an opportunity to break into the entertainment industry," Banks said. "Making my directorial debut with 'Pitch Perfect 2' is a dream-come-true for me, and Universal is the studio giving me that shot. I love that Universal and Doritos are also taking a chance on a talented fan, opening doors that could catapult this year's Crash winner to the big time and change his or her life."

As part of this year's contest, fans from participating countries around the world are invited to submit their 30-second homemade ads celebrating their love of Doritos tortilla chips. From there, a qualified panel of judges, including Banks, executives from the Doritos brand and advertising professionals, will select 10 finalist ads — twice as many as the previous year's contest. Ultimately, two spots will air during the Super Bowl broadcast — one will be selected by fan votes on and the other by the Doritos brand.

"For nearly a decade, we've turned over our Super Bowl air time to our fans, and every year, our fans have brought an unprecedented level of talent and creativity to the contest," said Ann Mukherjee, senior vice president and chief marketing officer, PepsiCo's Frito-Lay division. "With a guaranteed $1 million grand prize on the line and the chance to work onsite at one of the most renowned movie studios in the world, the sky is the limit this time around. We can't wait to see what our fans from around the world bring to the table."

Since Crash the Super Bowl was first introduced, the Doritos brand has received more than 27,000 consumer-created ad submissions with contest winners consistently ranking among the most memorable and buzzed-about Super Bowl commercials. Last year marked the first time the contest was open to fans from participating countries around the world, resulting in more than 5,400 entries from 30 countries. Over the years, creators of winning Doritos ads have been awarded millions of dollars in grand prize money and have gone on to receive commercial work, film deals, Hollywood talent representation and other life-changing experiences.

Each of the 10 Crash the Super Bowl finalists will win an invitation to Arizona to attend Super Bowl XLIX and watch the game from a private suite, where they will tune in to learn which finalist ads will air for the world to see. The eight finalists whose commercials don't air during the broadcast will each win $25,000. The Super Bowl XLIX broadcast is set for Sunday, Feb. 1, 2015, on NBC in the United States and local broadcast networks around the world. Starting Friday, Sept. 12, 2014, the Doritos brand will be accepting submissions until Sunday, Nov. 9, 2014.

As one of the leading snack brands in the world, Doritos has a presence in 46 countries and six continents. With flavors ranging from Nacho Cheese and Cool Ranch to Sweet Chili Pepper and Tangy Cheese, the worldwide Doritos portfolio currently offers more than 70 unique varieties.

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.

I love that opportunities like this exist; and that big companies like Universal, Doritos, and Legendary are attempting to empower the masses to ‘live the dream’ so to speak (if you haven’t seen Legendary and YouTube’s  recent announcement re: their opportunity with Guillermo Del Toro, click HERE).  Sure, one can cynically deride such notions as being cheesy publicity grabs.  And, admittedly, there’s no small amount of publicity associated with these undertakings.  Still, I can’t recall a single promotion like these growing up - which could signify an interesting and promising industrial shift at the very least.  Maybe? 

If nothing else, these promos are putting everyday folks behind the camera and compelling them to experiment with a media/art form they may not otherwise have dabbled in.  It’s hard to see that as anything other than a positive…




Glen Oliver







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