food and beverages

PepsiCo 'Crash' Ads Score: #1, And 4 In Top 10

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PepsiCo's six "Crash the Super Bowl" consumer-generated ad spots for Doritos and Pepsi MAX scored big during the game, with one tying for first place and three more high up within the top 10, as ranked by USA Today's Super Bowl Ad Meter. The remaining two ranked 13th and 23rd.

Aspiring filmmaker JR Burningham, the creator of the #1-ranked spot, Doritos' "Pug Attack," won $1 million and a guaranteed contract to create an additional TV ad for Doritos/Pepsi MAX in 2011. The video, showing a pug's revenge after being teased with Doritos, tied with Bud Light's "Dog Sitting" spot (each pulled a 8.35 score) -- the first tie for first place in the Ad Meter's 23-year history.

"Pug" is also only the second consumer-generated ad in the Ad Meter's history to have grabbed a #1 ranking. The first one, in 2009, was also a Doritos "Crash" ad.

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Tynesha Williams, who created this year's #3-ranked spot, Doritos' "House Sitting," won $400,000. (In addition, all 10 of the "Crash" video finalists, including the creators of the six spots aired, won $25,000 and a trip to the Super Bowl.)

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The "Crash" spots' overall performance fell just a tad short of the top-three ratings sweep that would have triggered an additional $1 million payout for each of the top-three video creators.

"Crash" videos for Pepsi MAX pulled #4 and #6 rankings: respectively, Brad Bosley's "Love Hurts" and Nick Simotas's "First Date."

Tyler Dixon's "The Best Part" Doritos spot ranked #13, and Brendan Hayward's "Torpedo Cooler" for Pepsi Max ranked #23.

This was the fifth year for the "Crash" contest, and Pepsi MAX's participation marked the first time that Doritos was joined by another PepsiCo brand. Doritos spots earned #4 rankings in both 2007 and 2008, and #2 last year, in addition to that #1 in 2009.

"We're totally pumped," Frito-Lay VP, marketing Rudy Wilson told Marketing Daily after the meter results were in. "On top of Doritos' fans' performance in previous Super Bowls, to have four in the top 10 this year between Doritos and Pepsi MAX is just amazing. It shows not only how much our fans love our brands, but that they have the creativity to play with the big dogs when it comes to advertising."

"Pepsi MAX was thrilled to participate, and we're obviously thrilled by the results," says Angelique Krembs, VP, Pepsi Marketing. "This is clearly best-in-class consumer-generated work. These finalists represent the future of creativity in marketing."

This year, the "Crash" contest attracted a record 5,600+ entries.

Will the contest go for year six in 2012? "That answer will have to come from our fans," says Wilson. "Our mission with 'Crash' has been to have a dialogue with our fans, rather than talk 'at' them. For now, we can only promise that we'll continue that dialogue. We'll have to see if they ask us to run the contest again -- as they have every past year -- or ask us to change it or try some new things. Their feedback will inform our decisions."

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