• by Fern Siegel , September 23, 2024

For anyone who watches a Super Bowl spot and thinks they can do better, Doritos has a challenge.

Through Nov. 11, the brand invites fans to produce a Doritos ad for inclusion in Super Bowl LIX. An added incentive? A chance to win $1 million and a trip to New Orleans to see the game.digital (POLV), social and digital OOH.

Goodby, Silverstein & Partners, playing off previous ads that were slammed on social media, created new spots to highlight the offer: "Goat 4 Sale" and "Slap."

Ads run on premium online video, social and digital OOH.

Rules are located at DoritosCrash.com, as are tool kits with music, logos and various brand assets that can be utilized in an ad. Judges will select the top 25 — one for each year the chips have aired a Big Game commercial. Three finalists will be chosen in January and fans will select the winner.

“Doritos has made some of the most beloved and iconic Super Bowl ads of all time. But, of course, not everyone loves every ad. As we thought about bringing Crash the Super Bowl back, who better to invite to create our next Super Bowl spot than internet critics from our past? Spotlighting actual, old social posts and online complaints about our past commercials — including two iconic Crash the Super Bowl spots — we brought back the real, actual stars and creators of those ads to deliver our message: “Think you can do better? Here’s your chance,”Eamonn Dixon and Stefan Copiz, executive creative directors at GS&P, told Agency Daily.

From 2006-2016, fans who entered the Doritos Crash the Super Bowl campaign created some memorable ads that broke into USA Today Ad Meter's top five commercials. The brand has now re-activated the contest.

Tina Mahal, senior vice president of marketing at PepsiCo Foods North America, added: "We still believe the best ideas arise when we are willing to be bold, take risks and champion our fans."

Doritos is a division of PepsiCo.

GS&P work has included MTN Dew, Xfinity, BMW and Kawasaki.