The fifth year and midway point of Doritos' "Crash the Super Bowl" consumer-created-ad contest was as usual all about the humor, but for the first time included sibling PepsiCo brand Pepsi Max. Five finalists were chosen for each of the two brands, with three landing ad time in each case.
"Pug Attack," about a mean boyfriend teasing his girlfriend’s pug, tied for No. 1 on the USA Today Super Bowl Ad Meter, earning filmmakers J.R. Burningham and Tess Ortbals a $1 million bonus from Doritos (Bud Light's "Dog Sitter" was the other No. 1 in 2011). "House Sitting" showed the power of Doritos after a messy weekend, while "The Best Part" centered on an office worker who liked to chow on others' leftovers.
The contest winners were assisted as always by Goodby, Silverstein & Partners.
BRAND: Doritos
YEAR: 2011
AGENCY: Goodby, Silverstein & Partners
SUPERBOWL: XLV
QUARTER AIRED: Q1
