Doritos, part of PepsiCo's Frito-Lay, continued its “Crash the Super Bowl” contest in 2010, promising to run three spots created by consumers (and executed with help from Goodby, Silverstein & Partners). It wound up running four, the first time it had run so many: “Snack Attack Samurai” by Ben Krueger of Minneapolis; “Casket” by Erwin McManus of Whittier, Calif.; “House Rules” by Joelle De Jesus of Hollywood, Calif; and “Underdog” by Joshua Svoboda of Raleigh, N.C., which were chosen by online votes from among six finalists.

“Underdog” placed second among USA Today’s annual Ad Meter focus group, good for Svoboda to take home a $600,000 prize from Doritos. That made for a fourth consecutive appearance in the Ad Meter’s top five, proving that Doritos was doing something right, even if ad critics didn’t always love the creative. (Multiple at-bats may have helped Doritos’ odds as well; “Snack-Attack Samurai” placed near the bottom of the Ad Meter results that year). “Underdog” was made for $200 in three days, with a friend of Svoboda’s dog playing the key (non-human) role.

All six finalists in the contest got $25,000 and a trip to the Super Bowl. The 2010 round of “Crash the Super Bowl” even made prolific Super Bowl director Bryan Buckley jealous. “Every year you sit in the Super Bowl and you see spots and you go, ‘God, I wish I shot that spot, you know,’” he told Ad Age later. “.... I was sitting there going, goddammit, why aren’t we seeing those Dorito boards? You know. And everyone like looks at me blankly. And then I realize that they said, ‘Oh Bryan, it’s a contest.’ I was like, oh, I didn’t know that.” Buckley even entered "Crash the Super Bowl" himself, he said -- it's open to anyone -- without success.

“Crash the Super Bowl” began in 2007 and would run through Super Bowl 50 in 2016. 

BRAND: Doritos

YEAR: 2010

AGENCY: Goodby, Silverstein & Partners

SUPERBOWL: XLIV

QUARTER AIRED: Q1