Dinesh Ramachandran Doritos has taken an unprecedented step this year by putting its highly anticipated Super Bowl ad in the hands of its fans. The #DoritosCrash challenge, launched in September, allowed amateur filmmakers to submit their own 30-second commercials, with the winner receiving a $1 million prize and the honor of having their creation air during the Super Bowl, one of the most coveted moments in global advertising.
The challenge, which was open to fans and creators across the United States, encouraged participants to create commercials that showcased the bold spirit of Doritos. Thousands of submissions flooded in, and after a rigorous judging process, three finalists emerged. The final decision, however, was placed squarely in the hands of the public, who voted for their favorite ad. The winner, “Abduction,” was directed by Dylan Bradshaw and Nate Norell, and humorously depicted extraterrestrials unable to resist the allure of Doritos.
This contest is not new to Doritos, which has run similar challenges since 2006. What began as an experimental marketing strategy has evolved into a cultural phenomenon, with user-generated content becoming an integral part of the brand’s identity. The #DoritosCrash contest has sparked some of the most talked-about ads of the past decade, turning fan creativity into a cornerstone of the brand’s advertising approach.
Chris Bellinger, Chief Creative Officer at PepsiCo, Doritos’ parent company, praised the winner’s creative vision, highlighting the ad as a perfect embodiment of Doritos’ “For the Bold” ethos. This year’s ad marks the first time the #DoritosCrash commercial will be broadcast to British audiences, airing during the Super Bowl LIX across ITV and Sky Sports.
