After a 10-year hiatus, Doritos Crash the Super Bowl returned with an intergalactic snack battle that captivated viewers worldwide. The contest involved thousands of contestants, narrowing down to just three finalists before crowning directors Dylan Bradshaw and Nate Norvell’s “Abduction” as the winner. The ad, featuring an unsuspecting snacker trying to escape an alien tractor beam, earned its creators $1 million in prize money and a chance to showcase their vision on the biggest stage.
This year’s winner embodies Doritos’ bold ethos, according to PepsiCo Foods North America’s SVP of marketing Tina Mahal. The ad will air during the first quarter of the Super Bowl, joining other brand-focused campaigns that prioritize creators. For Bradshaw and Norell, this victory marks a career milestone, as they turned their filmmaking skills into 6.2 million TikTok followers.
The Doritos contest was just one part of a larger marketing strategy for PepsiCo and Frito-Lay. The companies are also launching a new flavor, Doritos Golden Sriracha, and partnering with Tostitos and other brands to engage fans in New Orleans.
Source: https://www.adweek.com/brand-marketing/doritos-crash-the-super-bowl-ad-winners-creators