Doritos "Crash the Super Bowl" consumer-generated ad contest -- which is ending a 10-year run this year -- is sticking with the same creative formula it has always used for its final act. And that means plenty of sight gags, as well as baby and pet tricks, which fill the three finalist ads relased this week.
The spot featured here, by Peter Carstairs, depicts an intimate moment of a couple seeing their baby on an ultrasound -- and discovering their child has already developed an in utero craving for the chip.
The brand selected the finalists from a pool of nearly 4,500 submissions from 28 countries. The ad that wins the most fan votes on Doritos.com will air during the Super Bowl 50 broadcast on CBS on Feb. 7.
Normally, the Doritos brand team nominates five or more finalists. The brand decided to narrow the field in the contest's final year because "we thought for our last 'Crash,' less finalists was more," Jeff Klein, VP-marketing for Frito-Lay, said in a statement. "It's the chance to laser-focus the spotlight on the very best of the best, and ensures all of our finalists walk away with truly life-changing opportunities."
The maker of the winning ad will get $1 million, as well as the chance to work with director Zack Snyder on a future Warner Bros. and DC Entertainment project. Mr. Snyder is the director of the upcoming "Batman v Superman: Dawn of Justice" movie. The two runners-up will get $100,000, plus a "guaranteed creative gig with the Doritos brand," according to Frito-Lay.