• by Sarah Mahoney  @mahoney_sarah, February 3, 2025

The people have spoken: After weeks of voting, Dorito’s says “Abduction” is the winner of this year’s “Crash the Super Bowl” contest. The spot shows one tough UFO hunter determined not to give up his bag of chips despite the intensely hungry alien.

Dylan Bradshaw and Nate Norell, best friends and co-directors, will win the $1 million prize and an all-expense-paid trip to New Orleans for the game.

The ad is scheduled to appear in the first quarter.

This year marks Dorito's 25^th Super Bowl ad, and the company resurrected the contest to celebrate after ending the program in 2016. Of the thousands of entries, PepsiCo’s marketing teams whittled the number to just three entries: "Abduction," "Barbershop" and "Charades."

The company declined to say how many people voted.

“This year’s 'Crash the Super Bowl’ contest winner, Abduction, is the ultimate embodiment of Doritos’ For the Bold ethos. They truly pushed the bounds of creativity with their Abduction ad,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America, in the announcement. “We can’t wait to showcase their vision on the biggest stage in advertising, as we know the spot will inspire our fans to continue stepping outside what is expected.” 

Dorito's aliens won't be lonely. Hexclad, another Super Bowl advertisers, also introduces an alien, along with chef Gordon Ramsey and actor Pete Davidson.

PepsiCo will have plenty of other brands looking for love in New Orleans. Lay’s is airing a commercial, and Tostitos is also giving a lucky fan the ultimate Super Bowl experience: They’ll get to press the official NFL confetti button. In partnership with Reggie Bush, Tostitos also challenged fans nationwide to stop a countdown clock at precisely 5.90 seconds – a nod to 59 years of the Super Bowl.

The brand is also hosting a Tostitos Cantina, a culinary experience created in collaboration with several St. Roch’s chefs and restaurateurs.