• by Karlene Lukovitz  @KLmarketdaily, January 4, 2016

Doritos has announced the finalists for this year's "Crash the Super Bowl" user-generated ads.

This year — the last for the hugely successful, decade-old annual promotion — the PepsiCo Frito-Lay brand's judging panel chose just three finalists, versus 10 last year and five in 2014. 

The 30-second ad finalists were selected from among 50 semifinalists. In total, the contest drew nearly 4,500 submissions from 28 countries, according to PepsiCo.

Because most people who enter the contest view it as a stepping stone for a career in the entertainment industry, "we thought [that] for our last 'Crash,' less finalists was more," said Frito-Lay's VP of marketing, Jeff Klein in the announcement. "It's the chance to laser-focus the spotlight on the very best of the best, and ensures all of our finalists walk away with truly life-changing opportunities.

Commenting on the contest's final year, Klein noted that "the Doritos brand created a whole industry around user-generated content" with "Crash," which was "imitated but never replicated." He added: "We were the only brand willing to take this risk year after year. We had no safety net."

Frito-Lay hasn't said what will replace "Crash," but Klein said that planning is underway, and that consumers will continue to play a role. "We will look for a way to meaningfully crash pop culture," he said. "A good idea can come from anywhere."

The finalist ads are "Ultrasound" by Peter Carstairs (Australia), "Doritos Dogs" by Jacob Chase (U.S.) and "Swipe for Doritos" by David Rudy (U.S.). 

The ads are viewable on YouTube and featured on Doritos.com, where consumers may vote, through Jan. 31, to select the winner.

"Swipe for Doritos," about a guy meeting a series of people through a dating app, features an appearance by actress Doris Roberts (shown above), best known for her role on "Everybody Loves Raymond." The ad's creator is a veteran talent manager, who spent $4,500 on the project, according to his bio on the contest site.  

"Doritos Dogs" shows dogs trying all kinds of tricks, including a disguise, to get into a supermarket to buy Doritos. That ad's creator is a commercial filmmaker (budget: $2,000). 

"Ultrasound" portrays a fetus responding as a dad who has come along to watch the ultrasound test munches away on Doritos. The ad's creator is a television and movie writer (budget: $1,000).

In addition to having his ad aired during Super Bowl 50 broadcast, the winner will get an opportunity to collaborate with director Zack Snyder while working with Warner Bros. Pictures and DC Entertainment. Snyder is the director of "Batman v Superman: Dawn of Justice," set for release in March 2016.

For the first time, the other two finalists will receive $100,000 cash prizes and a "guaranteed creative gig" with the Doritos brand. As usual, all of the finalists are invited to attend the Super Bowl, and none will know which ad has won until it airs during the game. 

Doritos is also running a sweeps: U.S. consumers who vote online using codes from specially marked Doritos products will be entered for the chance to win tickets to Super Bowl 50 and other prizes.