Doritos is headed back to the Super Bowl stage, and this year, a fan can dance their way onto it.

The Frito-Lay snack brand said the spot—its 23rd Super Bowl ad—will feature a celebrity it has yet to reveal along with a fan who’ll be selected through a TikTok dance contest. The contest asks fans to create their best “triangle-inspired” dance in the style of viral TikToker @vibin.wit.tay, whose own triangle dance is set to publish this morning. One winner among three finalists will see their video as a part of the final Super Bowl commercial. The approach of deploying some user-generated content harkens back to the brand's "Crash the Super Bowl" contest that ran for 10 years ending in 2015.   

A Doritos representative declined to reveal the agency it is using for this year's ad.

Doritos has leaned into its iconic triangular shape in recent marketing efforts asking consumers to “try another angle.” Doritos’ newly launched Sweet & Tangy BBQ flavor will be featured in the ad.

Last year, Doritos and sister brand Cheetos shared a Super Bowl spot in which Megan Thee Stallion and Charlie Puth loaned their voices to jungle animals awakened by the taste of snacks. In 2021, Matthew McConaughey appeared in a spot promoting Doritos 3D Crunch.

Earlier this month Frito Lay said its Pop Corners snack will also make a Super Bowl commercial, with actor Bryan Cranston portraying his "Breaking Bad" character, Walter White.

Frito-Lay is a division of PepsiCo. The company for a decade used its flagship beverage brand as the title sponsor of the Super Bowl halftime show, but that deal ended in May 2022 (Apple was named the halftime show sponsor in September). It's unclear whether PepsiCo has any Super Bowl plans for its beverage brands this year.