By Barry Janoff
November 2, 2012: Super Bowl XLVII is still three months away, but Doritos has given consumers a two-week countdown in which to submit entries for the PepsiCo brand's "Crash the Super Bowl" contest.
The promotion, which began in September, will see two finalist consumer-created TV spots air during the Super Bowl XLVII CBS broadcast on Feb. 3, 2013. The game will be played at the Mercedes-Benz Superdome in New Orleans.
Thirty-second TV spots during the broadcast are going for upward of $3.8 million, according to industry analysts.
People who want to enter or view already posted entries are being directed to a dedicated Facebook page.
Five finalists will be unveiled in January. One of the two final ads will be selected by the public at large, the other by the Doritos brand team. Each of the five finalists will win $25,000 and a trip to New Orleans to attend Super Bowl XLVII in a private luxury suite at the game.
The creator(s) of the ad that places highest on the post-Super Bowl USA Today ad meter will be given the opportunity to work with director Michael Bay on the next installment of the Transformers movie franchise, and the opportunity to win a $1 million bonus. The movie, from Paramount Pictures and Hasbro, is scheduled to be released on June 27, 2014.
The creator(s) of the Doritos ad that comes in second will have the opportunity to win $600,000. (Full details here.)
Among the ads already submitted for viewing are "Dorito Winnings" (a man gets over-the-top excited when his winning Lotto ticket earns him a bag of Doritos), "Zombie Showdown" (a kid being chased by zombies finds that the walking dead prefer Doritos to brains, but gets in trouble when his bag is empty) and "Pirate's Booty" (a band of pirates fight over gold in a treasure chest, which turns out to be bags of Doritos).
The first Doritos "Crash the Super Bowl" promotion was for Super Bowl XLI.
Doritos sibling Pepsi is title sponsor for the Super Bowl Halftime Show, which will feature Beyoncé.