PepsiCo’s Doritos Brand Asks Consumers Worldwide To Create Their Own Doritos Ads For Chance To Win $1 Million Grand Prize

October 20, 2013 11:06 pm



Two Finalists Will Win the Chance to Work with Marvel Studios on the Set of the Highly Anticipated Movie “Marvel’s The Avengers: Age of Ultron”

PLANO, Texas — PepsiCo’s Doritos brand is asking fans around the world to create a Doritos television advertisement for the chance to win a $1 million (U.S.) grand prize and an opportunity to see their work air in front of a global television audience. Two lucky winners will see their ads air for an audience of millions and have the opportunity to work with Marvel Studios on the set of “Marvel’s The Avengers: Age of Ultron,” the highly anticipated sequel to the 2012 blockbuster movie “Marvel’s The Avengers,” which became the third-highest-grossing movie of all time worldwide. In addition, one of those two winners will be awarded the grand prize of $1 million. More details are available at

This unprecedented opportunity for aspiring filmmakers around the world is part of the latest installment of the Doritos Crash the Super Bowl contest, which has been held for the past seven years in the U.S. Since it began in 2007, the annual contest has invited U.S. consumers to create and submit 30-second homemade ads celebrating their love of Doritos tortilla chips. For this year’s contest, adults from anywhere in the world where Doritos tortilla chips are sold can compete to see their ad air during Super Bowl XLVIII — the annual championship game of the National Football League which regularly draws more than 100 million viewers in the U.S. and is anticipated to be one of the most-watched broadcasts in the world.

A qualified panel of judges, including executives from the Doritos brand, advertising professionals and the legendary Stan Lee of Pow! Entertainment — chairman emeritus of Marvel Studios and creator of such Super Heroes as Iron Man™, Spider-Man™ and others — will select five finalist ads. Ultimately, two finalist ads will air during the Super Bowl broadcast — one will be selected by worldwide consumer votes on and the other by the Doritos brand. The creators of both winning ads will receive the opportunity to work on the set of “Marvel’s The Avengers: Age of Ultron” and the ad with the highest total number of votes will win its creator the $1 million grand prize. The runner-up will receive $50,000 (U.S.).

“Incredible content has no geographical boundaries,” said Ann Mukherjee, senior vice president and chief marketing officer, PepsiCo’s Frito-Lay division. “As a brand that spans 46 countries on six continents, we know firsthand that regardless of where our fans are located, they are all about seizing the moment and making an impact in the boldest way possible. With Crash the Super Bowl, we’re now delivering an unprecedented opportunity for fans around the globe to share their talent and creativity on one of the world’s largest advertising stages.”

Since Crash the Super Bowl was first introduced, the Doritos brand has seen consumers create more than 20,000 ad submissions with the winning spots consistently ranking among the most memorable and buzzed-about Super Bowl commercials. As a result, the creators of these top-ranked winning ads have been awarded millions of dollars in grand prize money and have gone on to receive commercial work, Hollywood representation and other life-changing experiences.

This year’s winners will have the career-altering opportunity to work with Marvel Studios on the set of “Marvel’s The Avengers: Age of Ultron.” Marvel Studios, a division of Marvel Entertainment, produces movies based on the world's most prominent and iconic comic books. With a library of more than 8,000 characters, Marvel Studios has created such blockbuster film franchises as Marvel’s “Iron Man,” “The Incredible Hulk,” “Thor,” “Captain America,” and “Marvel’s The Avengers. Marvel Entertainment is a wholly owned subsidiary of The Walt Disney Company.

“Marvel’s core talent is to create unique characters, tell intriguing stories and engage audiences in the boldest ways possible, which is what the Crash the Super Bowl contest does for Doritos fans and makes this collaboration so powerful,” said Stan Lee. “The winners of this contest will have the incredible opportunity to not only see their work broadcast to millions on the Super Bowl, but also become a part of the Marvel family and work with some of the most dynamic talents in the entertainment industry today.”

The worldwide expansion of the Crash the Super Bowl contest comes as the filmmaking community continues to build its global footprint, with aspiring directors and artists around the world seeking opportunities to break into the entertainment business and make their mark. In the last decade alone, total box office spending has risen by one-third in North America while more than doubling in other parts of the world. And with top-ranked film schools located in cities, such as Beijing, Sydney, Munich and Prague, an abundance of cinematic talent is coming from every corner of the globe.

Each of the five Crash the Super Bowl finalists will win an invitation to Rutherford, N.J., to attend Super Bowl XLVIII and watch the game from a private luxury suite, where they will tune in to learn which finalist spots will air for the world’s attention. The three finalists whose commercials don’t air during the broadcast will each win $25,000 (U.S.). The Super Bowl XLVIII broadcast is set for Sunday, Feb. 2, 2014, on FOX.
As one of the leading snack brands in the world, Doritos has a presence in 46 countries and six continents. With flavors ranging from Nacho Cheese and Cool Ranch to Sweet Chili Pepper and Tangy Cheese, the worldwide Doritos portfolio currently offers more than 70 unique varieties. 

PepsiCo’s relationship with the NFL is among the company’s longest-running and most-successful sports sponsorships. PepsiCo will leverage its relationship with the NFL to connect with consumers throughout the season with activations spanning many of the company’s largest food and beverage brands, including Pepsi, Tostitos, Quaker, Doritos and Gatorade.

About Marvel Entertainment
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information visit

About Doritos
Doritos is one of the leading brands from PepsiCo’s (NYSE: PEP) global snack portfolio. To learn more about the Doritos brand, visit its website at

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales.  Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world.  PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo.  We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate.  For more information, please visit

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