Doritos debuts the winner of their Dinamita ad challenge

The Crash the Super Bowl contest may be dead but Frito-Lay is still running commercial contests via their Legion of the Bold platform.  Last week they debuted the winner of one of their biggest contests to date, the Create A Dinamita Spot challenge.  Here’s how the LOTB described the contest:

This entire thing started over two months ago when we asked Legion of the Bold for ideas. Then we selected three bold ideas. Then we asked you all to pitch us your vision. Then we selected 3 Legion members to go make those spots.

Holy sh*t, wait a second…this all sounds really familiar.  Is it possible that Frito-Lay just ripped off Tongal’s 3-phase, contest model?  Tongal was running idea, pitch and video phases long before LOTB ever existed.  This Dinamita contest even had a “wildcard” element; three pitch winners were guaranteed to receive prizes (in addition to their production grants) but one of the four prizes was set aside for a “wildcard” video that anyone could shoot on spec.  That is EXACTLY how things work over at Tongal.

Ok, I’m going to stew on all this and do some digging.  For now let’s get back to the Dinamita contest.  Here’s the entry that won the grand prize.  The sponsor must like it because they’re already running it as a web ad.  In the last week, it’s been viewed more than 800,000 times on Facebook alone.

First Place Winner.  Prize:  $15,000:

The other three winners in this contest also received some pretty big prizes.  Second place got $12K, third got $10K and 4th got $7.5K.  To see all the winning videos, head here:  https://www.doritoslegionofthebold.com/assignments/28/ideas