• by Karlene Lukovitz  @KLmarketdaily, September 10, 2015

PepsiCo's Frito-Lay division has announced that the current, 10th year of its "Crash the Super Bowl" contest will be its last.

The company said that the final version will be the "most audacious" yet, and a "one-of-a-kind way to celebrate both the 50th anniversary of the Doritos brand and Super Bowl 50."

As in past years, independent filmmakers who submit original 30-second TV spots for Doritos will have the chance to win a $1 million grand prize. 

This year, the creator of the finalist ad that wins the most consumer votes will — in addition to the $1 million and having the ad aired during the big game on Feb. 7, 2016 — get to collaborate with director Zack Snyder while working with Warner Bros. Pictures and DC Entertainment on a future project.  Snyder is the director of “Man of Steel” and “Batman v Superman: Dawn of Justice,” due out next March. 

The other two finalists will each win $100,000 and the opportunity to "consult" on an upcoming Doritos project.  

As Frito-Lay VP of marketing Jeff Klein pointed out, "Crash the Super Bowl" was a major force in legitimizing and popularizing use of crowdsourced consumer content in marketing.

Since its launch in 2006, the contest, which went global in 2013-14, has generated 32,000 video submissions and given more than $7 million in prize money, according to Frito-Lay. 

Last year's "When Pigs Fly" (screen shot shown), from Canadian Graham Talbot, was the first non-U.S. winner. 

This year, contest submissions will be accepted through Nov. 15.