Doritos Super Bowl ad, created by fans, to air in UK for first time

Doritos' Super Bowl ad, chosen by the American public, is set to air in Britain this Sunday during the big game between Philadelphia Eagles and Kansas City Chiefs for the most coveted trophy in American Football.

While many Brits may not fully grasp the nuances of American Football, the Super Bowl commercials themselves offer a spectacle often as entertaining as the game.

This year, UK viewers will get a taste of the #DoritosCrash competition, a unique initiative that empowers aspiring filmmakers.

Last September, Doritos challenged fans and creators to produce their own 30-second Super Bowl ad for a chance to win $1 million and have their work broadcast during the game. The call to action was simple: “Think you can do better? Prove it.”

Thousands of entries were whittled down to three finalists – Abduction, Barbershop, and Charades – by a panel of judges including players and advertising experts. Ultimately, the American public chose the winner: Abduction.

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Created by co-directors Dylan and Nate, Abduction humorously depicts that no one can resist the bold crunch of Doritos – not even extraterrestrials! This sci-fi-inspired spot, packed with twists and turns, will be shown on ITV and Sky Sports during the Super Bowl broadcast.

While this marks the first time a #DoritosCrash ad will air in the UK, the competition itself has a rich history. Launched in 2006, it was a pioneering effort in user-generated content, placing the biggest advertising moment of the year in the hands of fans. Despite social media being in its early stages, the gamble paid off, and the contest ran for ten years, producing some of the most memorable Super Bowl ads ever seen.

“This year’s #DoritosCrash contest winner, Abduction, is the ultimate embodiment of Doritos’ For the Bold ethos,” Chris Bellinger, chief creative officer at PepsiCo, said.

“They truly pushed the bounds of creativity with their Abduction ad. We can’t wait to showcase their vision on the biggest stage in advertising, as we know the spot will inspire our fans to continue stepping outside of what is expected.”