Febrauary 7th, 2010, will mark yet another historic day on the the football as millions will tune into Super Bowl XLIV in South Florida. While the game may be the main event, the commercials will catch viewers by surprise with big budget, over-the-top campaigns that are sure to impress. But one advertiser has given viewers the opportunity to take a piece of the limelight by filming their own rendition of a Doritos ad.
Since 2007, Doritos has used the consumer-driven advertising strategy through the "Crash the Super Bowl" program. Up against staunch competition, two unemployed brothers from Batesville, Indiana trumped Madison Avenue-made commercials and ranked No. 1 in the USA TODAY Ad Meter last year with their Doritos commercial entry; they were awarded $1 million dollars by Doritos for their $2,000-budget entries.
This time around, Doritos is offering $1 million to the ad that scores the number one spot on the Ad Meter, $600,000 to the ad that scores number two on the Ad Meter and $400,000 to the ad that scores number three on the Ad Meter. With six finalists selected out of a pool of 4,000 contestants, it is now up to the people to choose which three ads will be aired on game day. The finalists are as follows:
- "Casket" by Erwin McManus of Whittier, CA
- "House Rules" by Joelle De Jesus of Hollywood, CA
- "Kids These Days" by Nick Dimondi of Cary, NC
- "The Smackout" by Brendan Hayward of Santa Monica, CA
- "Snack Attack Samurai" by Ben Krueger of Minneapolis, MN
- "Underdog" by Joshua Svoboda of Raleigh, NC