This Doritos fan-made ad, the latest to originate in Doritos' long-running "Crash the Super Bowl" with an assist from Goodby, Silverstein & Partners, shows what crunch can do for you. 

"Power of the Crunch," created by Eric Heimbold of Venice, Calif., was actually the runner-up for the single Super Bowl slot promised by Doritos to its contest winner ("Free Doritos") that year. The brand ultimately decided to run two ads, however, putting them both in contention for a new $1 million bonus to any "Crash" ad that topped USA Today's annual Super Bowl Ad Meter gauging entertainment value. The other ad, "Free Doritos," pulled that off, but "Power of the Crunch" still took a strong fifth place.

Director: Eric Heimbold. Executive producer: Shelby Sexton. Line producer: Ted Robbins. Head of production: Sandy Haddad. Director of photography: Tony Molina. Production designer: Danielle Clemenza. Wardrobe manager: Marco Morante. Makeup supervisor: Ashley Adams.

BRAND: Doritos

YEAR: 2009

AGENCY: Goodby, Silverstein & Partners

SUPERBOWL: XLIII

QUARTER AIRED: Q2