Doritos Crash the SuperBowl in 2007

Frito-Lay is building anticipation in the lead-up to the Super Bowl advertising campaign by putting five potential Doritos television commercials up for public voting. Yahoo Video is hosting the site,, a mix of creative forum and public voting booth.

Crash the Superbowl

The site opened up for entries for a competion in which competitors entered a 30 second commercial, hoping to be recognized as ‘something smart, original and creative’ that represented the Doritos brand. The creative brief provided by advertising agency Goodby Silverstein & Partners was the theme: “the passion Doritos eaters feel about the flavors.”

By the closing date of December 4, 2006, there were 1065 entries entered on the Jumpcut-powered site. The top entries were announced in three rounds: the top sixteen, the top eight and finally the top five. Each of the top five videos won their creators a prize of $10,000 cash and a trip to Miami for a private Super Bowl XLI viewing party. The grand prize winner, chosen by the American public between January 5 and 19, will be aired during the Super Bowl on February 4.

The Site includes all 1065 videos but allows visitors to choose one of the top five. An actor dressed in NFL gear provides the pep talk for visitors to the site:

“This art is like a baby lamb. It needs to be nurtured in the manger of positive thinking. Repeat after me: I will respect other peope’s creativity and childlike ability to fearlessly express their imagination. Let’s show some appreciation for the creative process. Watch and vote for your favorite Doritos commercial now!”

Voters need to sign up with Yahoo if they haven’t already done so. Each Yahoo member can vote once a day.

Checkout Girl

A checkout girl admires the choices made by a shopper as he passes his packets of DORITOS crisps by her. The chips get spicier, as does the mutual attraction…

Checkout Girl was written and directed by Kirsten Dehnert, a location manager and scout for commercials based in Palisades, Los Angeles. She made her debut as director with an award-winning short film, Underground, then won awards for humorous ads made with producer Leann Emmert. Together they formed 80D Films. Kirsten wrote and directed four commercials for the Superbowl competition and had Check Out Girl chosen as a top 5 finalist. She joined with 80D Films hosts Check-Out Girl as a 4 mb quicktime video.

Click on the image below to play the video.

Chip Lover’s Dream

A mountaineer is scaling a vertical cliff, only metres from the top. For sustenance he has a packet of DORITOS Nachos Cheese chips. With his pinion in place, the guy tucks into some crunchy chips, tunes his earpiece to listen to the game, and leans back. Unfortunately the pinion comes loose. As he falls…

Chip Lover’s Dream was written/directed by Jared Cicon, a musician who lives in Claremont, South California. Cicon recently released his first collection of music on “Ate Tracks for 8 Smacks“.

Click on the image below to play the video.

Duct Tape

A college student uses duct tape to keep his room mate out of his Doritos Nacho Cheese chips. Be prepared for a nice little twist as the guy leaves the room with his friends.

Joe and Dave Herbert live in Batesville, Indiana, where they’ve spent the last three years teaching themselves how to make films. The Herbert Brothers (including the other three Matthew, Joshua and Peter) have a web site, Transit Films, outlining their business divisions: Transit Films, Song Label Productions, Reel Life Weddings, and Greater Than Games. They have the credits for crew and cast for Duct Tape listed on the site, as well as for “Ultimatum”, the other Doritos commercial they submitted.

Click on the image below to play the video.

Live the Flava (THE WINNER)

A young male driver is opening a packet of Doritos Nacho Cheese chips with his mouth as he passes a young woman. The ensuing drama, set to a piece from Carmen?, involves spicy, cheesy, crunchy, bold and smooth flavors.

Live the Flava was written and directed by 5Point P, 5 Point Productions, including creative director Weston Phillips, producers Nick Dimondi (the driver) and Dale Backus, and art director Dale Phillips. The team produced the spot in the parking lot of Waverly Place, Cary. Backus’ wife, Cori, played the part of the young woman in the ad. The working budget for the ad was $12, covering the cost of four bags of chips. See their Doritos Contest blog.

Editblog points out the hidden cost of this ad – taking the budget way over $12. The JVC GY-HD100U, 1/3-Inch 3-CCD Professional HDV Camcorder: $4,000, the Letus HD100 35mm adapter: $900, the Apple Final Cut Studio: $1,300, the MacBook Pro: $1,500, and Adobe Photoshop: $300. Good point.

Click on the image below to play the video.


A man in a suit lays a trap for a mouse using one of his Doritos Nachos Cheese chips. He sits back to watch the mousehole, opening a bag for himself to munch from. As he crunches…

Mousetrap was written/directed by Billy Federighi, Beverley Hills with producer/editor Brett Snider.

Click on the image below to play the video.

Filed under: Commercials, Doritos, Super Bowl 2007