Doritos is bringing back its “Crash the Super Bowl” user-generated ad contest—sort of.
For a decade, Doritos got fans to come up with commercials that aired and were major hits during the industry’s biggest event: the Super Bowl. Now, Doritos is asking fans to record videos at home for potential use in a commercial set to debut during a different NFL moment: the opening weekend of the 2020-2021 season.
The contest gives fans an excuse to stock up on the chips, and marks the first time Doritos is making a commercial during the coronavirus pandemic. Each video, at 60 seconds max, must include Doritos in some way and be submitted by July 28. Doritos will then select 15 winners, giving each one $10,000 and using those 15 videos within a compilation spot.
The “Crash from Home” spot is set to debut during NFL Kickoff weekend games on Sunday, Sept. 13. Of course, that timing might change if the football schedule is adjusted due to the coronavirus pandemic.
“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,” Marissa Solis, senior VP of marketing, Frito-Lay North America, said in a statement. “‘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.”
Frito-Lay North America is working with Goodby, Silverstein & Partners, The Marketing Arm and the company’s internal creative agency on the project. Earlier this year, Doritos ran a Super Bowl spot from Goodby featuring Lil Nas X and Sam Elliott.