Doritos brings back the spirit of ‘Crash the Super Bowl’ campaign with US$150k on the line
For a decade, Doritos‘ “Crash the Super Bowl” gave consumers the opportunity to create Doritos Super Bowl commercials — which opened doors and elevated careers for countless aspiring filmmakers.
Doritos is reviving that same spirit with “Crash from Home,” an opportunity for consumers to be part of the highly anticipated NFL Kickoff weekend during Week 1 games on Sunday, 13 September with US$150k/£119.8k on the line.
The brand is asking fans to create its first TV commercial since the pandemic and plans to air it during one of the most hotly anticipated events in recent memory — NFL Kickoff Weekend.
“Doritos has a long history of handing over its brand to consumers, building the brand together and elevating fans to get to that next level,” said Marissa Solis, SVP of marketing, Frito-Lay North America. “Crash from Home embodies that same spirit, with the goal being to elevate and reward creative work in a way that’s appropriate for the times.”
The contest is open to US residents 18+ years of age. Top entries will be highlighted on Doritos social channels, while Doritos will create a compilation of the very best content to air in a TV commercial during the first Sunday of the NFL season.
The deadline to enter is 28 July and winners will be announced 3 August on Doritos social accounts. To enter and for full details and terms and conditions, visit their website here.
Crash from Home is an evolution on Doritos’ iconic Crash the Super Bowl campaign, which ran for a decade and saw numerous consumer-created commercials rank in the top five of the USA TODAY Super Bowl Ad Meter, including four spots that landed No. 1. Doritos handed out more than US$7m/£5.5m in prize money and elevated the careers of countless aspiring filmmakers, a handful of whom have since created major films and television shows.
Doritos and PepsiCo are doubling down on communities and populations in need of support. In addition to Crash from Home, Doritos recently announced its initiative to #AmplifyBlackVoices by handing over its out-of-home advertising to local African American artists in the push for racial equality, which includes a partnership with Black Lives Matter and US$1m/£798k in resources toward the movement.
Additionally, parent company PepsiCo recently announced a more than US$400m/£319m set of initiatives over five years to lift up Black communities and increase representation at PepsiCo. PepsiCo and Frito-Lay have also focused efforts and more than US$60m/£47.8k in support of COVID-19 relief efforts, including targeting the disproportionally affected Hispanic and African American communities.
In addition, the NFL Family announced at the end of April it had surpassed US$100m/£79.8m in COVID-19 relief efforts and recently expanded its support in areas of racial and social justice through a 10 year, US$250m/£199.5m commitment.