By Barry Janoff
September 9, 2015: In what is being called the last version of one of the longest-running campaigns in Super Bowl history, Doritos has unveiled details for Crash the Super Bowl 50, offering consumers the opportunity to create an ad and win $1 million plus the opportunity to work with director Zach Snyder.
Since its first iteration during Super Bowl XL in 2006, Doritos said it has received more than 32,000 submissions and awarded more than $7 million in prize money. The brand from Frito-Lay North America, a division of PepsiCo, said it 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 the Doritos brand on one of the world's biggest stages."
The ending of the campaign is not due to lack of public interest. Last year, Doritios said it received a record number of submissions from around the world. The two winning spots, "Middle Seat" (pictured below) and "When Pigs Fly," have been viewed more than two million and one million times, respectively, on YouTube alone.
"We felt the time was right to find that next great program that would challenge our fans," Ram Krishnan, svp and CMO for Frito-Lay North America, said in a statement.
He did not specify what activation might replace it except to say, "We are still going through our planning process."
According to Ann Mukherjee, president, PepsiCo Global Snacks Group and PepsiCo Global Insights, "Over the past nine years the Crash the Super Bowl contest has provided a platform for our boldest fans to showcase their work, make a name for themselves and help shape the Doritos brand."
In addition to winning a cool million and seeing their creative air on CBS during the broadcast of Super Bowl 50 on Feb. 7, 2016 — as well as countless times on YouTube and other media outlets — this year's winner will have the opportunity to work with Snyder on an upcoming project
Two additional finalists will each win $100,000 and "an opportunity to consult on an upcoming Doritos brand project."
Super Bowl XLIX was watched on NBC by some 114.4 million viewers. This year's game is expected to equal or top that due to the historic nature of the 50th staging of the event.
Doritos said that all submissions for the Crash the Super Bowl 50 contest must be received by Nov. 15 , 2015. (Details can be found here.)
Snyder's resume includes Dawn of the Dead, 300, Watchmen, Man of Steel and the upcoming Batman v. Superman: Dawn of Justice.
According to Snyder, "Only the Doritos brand gives aspiring film makers an opportunity to see their ads air during the Super Bowl. 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," said Snyder.
"Doritos fans all around the world are creative and share a passion for the brand that comes through in the fantastic work they submit for this contest," said Mukherjee. "I can't wait to see what they come up with this year."
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