• by Sarah Mahoney  @mahoney_sarah, September 20, 2024

In 2006, Doritos shook up the advertising world by inviting – gasp! – amateurs to create its Super Bowl commercials. Frito-Lay’s “Crash the Super Bowl” campaign lasted 10 years, creating some of the Big Game’s best-ever ads, like “Goat 4 Sale,” “The Slap” and “Time Machine.” Those ads broke into USA Today’s Ad Meter’s Top Five every single year. After an eight-year break, the contest is back. Later this year, a panel of judges will select the top 25 ads – one for each year Doritos has aired a commercial during the Super Bowl – narrowing it down to three finalists in January. Fans will then vote for their favorite, which will air in the game, and win $1 million. James Wade, senior director of marketing at Doritos, explains the strategy.

Interview has been edited for length and clarity.

Marketing Daily: “Crash the Super Bowl” created some of the best-loved game ads ever. They broke into USA Today’s Ad Meter’s Top Five every year, and four times scored No. 1. Why did you stop?

James Wade: There were other things that we’d like to try. It felt like a time to do something different and lean into a different part of what the brand stood for. Marketers like to stay relevant and do something new.

As we approached the 25^th anniversary of Doritos advertising on the Super Bowl, we started looking back at what we’ve done. And the “Crash the Super Bowl” ads stood out as such an iconic era. It was so formative for the brand – you can’t help but return to it.

Marketing Daily: And that’s why you’re bringing it back?

Wade: It’s beyond this notion of reflection. “Crash” drove what the brand stood for and had a lasting impact. I’m a millennial and even applied to “Crash” in grad school. It was a part of my generation. And as we started to talk to younger consumers about this idea, and they hadn’t heard of it, it felt new to them.

And it feels like this is our time when brands use so much user-generated content. We knew that this was something our fans loved and reflected the brand, and we knew there was a new generation. This is more relevant to them than ever before, and they will appreciate it, enjoy it, and have fun with this contest.

Marketing Daily: I’m older – a boomer. I remember when Doritos began this contest, it shocked many industry people. The idea that outsiders – kids with video cameras – could do better than the best ad agencies was a little insulting. After 14 years of reality TV, YouTube, TikTok, influencers and creators, that seems laughable. How have expectations about user-generated content changed?

Wade: When we’ve talked to consumers about this conceptually, they say things like, “I’m sure the content you'll get will be better,” because there’s skepticism and criticism of mainstream advertising. They believe that the creators they follow will do it better.

And I’m so curious about how the current generation will use technology, capabilities and skills. There’s been such a mass democratization of content. Can they compete against ideas from the biggest marketers and ad agencies? Yes, they can, and we're giving them another shot.

I'm hoping for a variety, that people have fun with it, that they push us, and that some make us uncomfortable.

Marketing Daily: What happens if they all suck? Remember the contest where the internet voted on the name for a British research ship, and Boaty McBoatface won? Is there a Plan B?

Wade: Believe me, there have been multiple references to Boaty McBoatface here. But this is a Plan A program. We will air just one spot, and it will be a consumer-created spot. That’s the risk we’re taking.

Marketing Daily: The Super Bowl is always a risk, and at $7 million for 30 seconds, a big one. Is that what makes it fun?

Wade: I would say fun and anxiety probably go hand in hand. What is fun is that the world is already full of incredible content from creators. YouTube is packed with work that is Super Bowl caliber.

Marketing Daily: Are there party packs of Tums in the office yet?

Wade: We're taking plenty of deep breaths. But we’re excited to see what comes in in these first rounds.

Marketing Daily: What’s your favorite “Crash” ad?

Wade: “Goat 4 Sale.” We use it in some of our relaunch films, combined with negative comments on social media. It’s still hilarious.

Marketing Daily: My favorite Doritos ad is “Dina & Mita” from last year’s game. And that’s the one thing creators won’t have in this contest – money to hire a celebrity like Jenna Ortega, Megan Thee Stallion or Matthew McConaughey. Are you concerned about the shift away from your celebrity approach?

Wade: No. There was a conscious decision. We’ve done great work with celebrities, and there’s been a lot of value. This is a deliberate effort to say, “This brand is powerful.” We want to take an action that is big and doesn’t rely on a celebrity to get that attention. We feel like this can drive our own equity.

It’s also a way to be different. This year, we don't expect a lot of Super Bowl ads to not have a celebrity. That makes “Crash” feel bolder.