SuperBowl07

Doritos Picks Five Finalists for Super Bowl Spot

Winner to Be Picked By Consumer Vote

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NEW YORK (AdAge.com) -- Frito-Lay has found the five finalists whose homemade videos are vying for a spot on Super Bowl XLI. Among the winners of the Doritos "Crash the Super Bowl" contest are aspiring filmmakers, baseball field owners and a belt designer.
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A checkout girl gets increasingly turned on by the wide variety of flavor choices Doritos sells in a spot that so far consumers like best.

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Polls open til Jan. 19
Judges at the Pepsico unit narrowed down the entries from a total of 1,080 ads, not an easy job, said spokesman Jared Dougherty, because "we were blown away by the creativity of all the ads." Now, though, the final decision for what will air will be put to consumers, who have the chance to vote from today through Jan. 19.

The five finalists earned $10,000, a trip to Miami for a private Super Bowl viewing and a chance to see their efforts placed among the ad world's finest when the game is shown on CBS Feb. 4.

By far the most popular of the five spots is "Check Out Girl," by Kristin Dehnert, a commercial location manager and scout from Pacific Palisades, Calif., who wants to be a writer and director. The spot, which has garnered 283 fans (as of press time), features a sassy grocery checkout girl who comments with increasing excitement ("Fiery Habanero.Yeah!" and "Salsa Verrrde! Grr!") over the many Doritos varieties being purchased by a handsome customer.

The second favorite, "Live the Flavor," with 99 fans, is from aspiring filmmakers Dale Backus and Wes Phillips, who started creative video production company Five Point Productions in Cary, N.C. Doritos' flavors help deliver the punchline in their spot about a guy who crashes his car ("crunchy) after making eye contact (and flashing a "cheesy" grin) with a ("spicy") woman is also enjoying a bag of Doritos.

Giant mouse
In "Mouse Trap" a giant mouse (OK, a man dressed as a mouse) breaks through the mouse hole to pummel a guy who set a trap with Nacho Cheese Doritos. Los Angeles belt designer and aspiring filmmaker Billy Federighi developed the spot. "Duct Tape" shows a guy whose Doritos obsession leads him to duct tape his Doritos -- and even his roommate -- to prevent the chips from being eaten; it was created by Joe and Dave Herbert from Bateville, Ind. By day, Joe designs websites while brother Dave runs the family baseball complex.

Finally, "Chip Lovers Dream," the brainchild of wedding photographer Jared Cicon from Claremont, Calif., is a Doritos-driven dream in which a mountain climber struggles to eat a whole bag of Doritos before falling to his death.
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