The Super Bowl has long been a prime stage for innovative advertising. This year, Doritos has revived its popular “Crash the Super Bowl” contest. The winning commercial, “Abduction,” will air during the first quarter of Super Bowl LIX, marking the competition’s return after an eight-year hiatus.
The winning entry, a collaboration between director Dylan Bradshaw and digital creator Nate Norvell, humorously depicts a standoff between an alien tractor beam and a determined snacker vying for a bag of Doritos. Chosen from over 25 semifinalists, the 30-second spot earned its creators a million-dollar prize and Super Bowl tickets.
The contest invited aspiring advertisers to submit original commercial concepts through an online platform. Entries underwent multiple evaluation rounds, considering creativity, brand alignment, and production feasibility. Public voting then played a key role in selecting the final winner in order to generate engagement and ensure the ad resonated with Doritos’ audience.
The contest’s revival aligns with a broader marketing trend that integrates traditional advertising with user-generated content (UGC). Brands like Poppi and Bud Light have also leveraged UGC to create authentic audience connections at a lower cost. Studies suggest that audience-created ads often achieve higher memorability rates than professional productions.
PepsiCo has incorporated the contest into a comprehensive Super Bowl strategy. The timing of “Abduction” in the first quarter positions it to reach maximum viewership, while coordinated social media teasers and behind-the-scenes content maintain audience engagement beyond game day. The campaign also supports the launch of Doritos’ new Golden Sriracha flavor.
While Super Bowl ad slots command premium rates of $7-8 million per 30 seconds, the return on investment can be substantial. Research from Kantar indicates that 2021 Super Bowl ads delivered an average ROI of $4.60 per dollar spent, with some brands achieving even greater returns. Success depends on creative execution and strategic placement.
By integrating fan creativity with strategic oversight, Doritos has developed a campaign that blends traditional advertising with digital engagement. This approach highlights the power of consumer participation in modern marketing, and offers an innovative model for engagement. It also demonstrates how brands can create impactful, memorable content that extends beyond a single broadcast moment.