Wednesday
Jan052011

Pepsi Has Its Eye On Ten Spots To Fill Six Slots During Super Bowl XLV

Only six of these ten finalists will make it to the Super Bowl.January 4, 2011: Pepsi said it has narrowed down from more than 5,600 creative submissions ten finalists that will compete for six ad spots during Super Bowl XLV.

Three of the creative spots airing during the Super Bowl on Fox on Feb. 6 will be for Pepsi Max and three will be for sibling Doritios. A 30-second spot during the game is going for between $2.8-$3 million, per industry analysts, although brands such as Pepsi that purchase multiple spots generally pay less.

The entries are part of the company's fifth annual "Crash the Super Bowl" promotion in which consumers are asked to create their own ads. According to Pepsi, since "Crash the Super Bowl" began in 2007, consumer-created Doritos ads have consistently ranked within the top-five spots of the post-game USA Today Ad Meter. This year marks the first time Pepsi Max has joined Doritos for the promotion.

Now through Jan. 31, consumers are being directed to a dedicated Web site to vote for their favorite spots among the final ten in order to help decide which six spots will air during the Super Bowl. According to Pepsi, "If during the Super Bowl, consumer-created Doritos or Pepsi Max ads sweep the top three rankings of the USA Today Ad Meter, their creators will take home a shared $5 million prize. In addition, the fan who creates the highest-ranking Doritos or Pepsi Max ad will win a guaranteed contract to create an additional ad for the two brands in 2011."

There are four ways for consumers to vote: via the official contest Web site, through their smart phones (at m.crashthesuperbowl.com), via Xbox Live and through banner ads on select Web sites. (Full details here.)

To encourage voting, Doritos and Pepsi Max will give away two pairs of Super Bowl tickets every day of the voting period to consumers who make their selections through the official program Web site. Each of the ten finalists will win $25,000 and a trip to Dallas to attend Super Bowl XLV at Cowboys Stadium where "they will learn for the first time during the broadcast which six ads will air for a worldwide audience," per Pepsi.

"From the beginning, we set out to make this the biggest Crash the Super Bowl ever and give our fans even more opportunities to showcase their creativity," Rudy Wilson, vp-marketing for Frito-Lay, said in a statement. "We were blown away by how our fans responded. They not only submitted the most ads ever in the contest's history, but proved once again they have the talent to compete at the highest level."

The ten finalists per Pepsi (in alphabetical order) up for consumer voting are:

• "Adam and Eve" by Stephen Schuster (Doritos): In the Garden of Eden, Eve pulls an apple off a tree, takes a bite and offers the rest it to Adam, who refuses because he prefers his bag of Doritos.

• "Birthday Wish" by Heather Kasprzak (Doritos): A dad jumps in during his son's birthday party just as his kid is about to blow out the candles and make a wish. Dad gets Doritos, a robot and a dancer's pole.

• "Elevator Girl" by Michael Doneger (Pepsi Max): A cute young woman and an awkward young guy share elevator rides in what is either their college dorm building or apartment building. During the first ride the guy is carrying a stack of toilet paper. "I like to buy in bulk" he explains. During the second ride, the young woman gets on the elevator, makes a face and asks, "What's that smell?" "What smell?" the guy mumbles. During the third ride, the guy is carrying a case of Pepsi Max cans. When the young woman asks for one, the guy hands it to her and says, "Zero calories." "What are you trying to say?" the woman asks, a bit miffed. "Oh, no, no, no. You're not fat," he replies.

• "First Date" by Nick Simotas (Pepsi Max): We hear the thoughts of a couple at a restaurant on their first date. The young woman thinks, "I wonder how much money he makes? I wonder if he loves his mother? I wonder if he'll lose his hair? I wonder if he's the one?" We then hear the man thinking, "I wanna sleep with her. I wanna sleep with her. I wanna sleep with her." But when the waiter places a can of Pepsi Max on the table, we hear the guy thinking, "I wanna Pepsi Max. I wanna Pepsi Max. I wanna Pepsi Max." We then hear the woman thinking, "Not a chance!" To which we hear the man thinking in reply, "Wait . . . which one?!"

• "House Sitting" by Tynesha Williams (Doritos): A guy is staying at the house of a friend, who is going out of town for a week. The housesitter is so into eating Doritos that he forgets to feed his friend's fish or water his plants, causing all living things to die. He realizes his mistake just before his friend is due to return home. Quick thinking leads him to sprinkle Doritos into the fish bowl and onto the plants, which brings the dead fish and plants back to life. When the housesitter accidentally knocks down a vase containing the ashes of his friend's grandfather, he sprinkles Doritos on them, as well. The guy returns to find his grandfather alive and kicking.
 
* "Love Hurts" by Brad Bosley (Pepsi Max): A woman is obsessed with getting her husband to lose weight. She replaces his French fries with a salad, pushes his face into cream pie and switches his cheeseburger with soap. But when she lets him drink a Pepsi Max, he is surprised until he discovers that it has zero calories.

• "Pug Attack" by JR Burningham (Doritos): A guy taunts his girlfriend's dog from behind a closed glass door with a bag a Dorito's. But instead of being frustrated, the pug knocks the door down and takes the bag of Doritos from the guy, who is helplessly pinned to the floor.

Scene from 'The Best Part' Super Bowl XLV contender.• "The Best Part" by Tyler Dixon (Doritos): A man eats all the Doritos in his bag, but a co-worker asks, "Hey, are you going to finish those?" "They're already gone," the guy replies. "You left the best part," the second guy says, then sucks the cheese stains off the man's fingers. Later, another co-worker finishes his bag of Doritos, then wipes his fingers on his pants. The finger-sucker comes along and pulls off the man's pants, sniffs the cheese stains and yells, "Doritos!"

• "Torpedo Cooler" by Brendan Hayward (Pepsi Max): A guy is teased by his classmates but gets revenge when his buddy creates a device that turns cans of Pepsi Max in missles.

• "Zero Calories? Psshh" by Brandy Gill (Pepsi Max): Women at a Pepsi Max focus group are asked to drink the product and offer their opinions. One woman takes a sip and says in disbelief to the focus group leader, "Zero calories?! Psshh." Each of the others follow suit until the room sounds like a cacophony of tires losing air. Ultimately, one woman says, "Psshh. Bullsh. . ." at which point a voiceover offers, "Pepsi Max. Zero calories. Maximum Pepsi taste."

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