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.
I think the folks over at Frito-Lay were getting pretty sick of the Crash the Super Bowl contest. Those poor people have been watching cheesy homemade ads about Doritos-loving zombies, dogs and ninjas for almost ten years. The marketing team must have been dying to make a change because the company started promoting Doritos NEW crowdsourcing initiative a few hours before The Crash actually came to an end. On Super Bowl Sunday, Doritos hoisted a bunch of football fans 137 feet in the air in front of Levi’s Stadium so that they could break set the world record for the “Highest Suspended Football Party.” –
This ridiculous exciting stunt was the official kick-off of Doritos’ new BIG BOLD 50 campaign. For the next 11 months, the company will help fans break set 50 crazy, Dorito-themed world records. The whole thing is meant to celebrate Doritos’ 50th anniversary. Via the sponsor:
“50 years of DORITOS means 50 DORITOS World Records. We call this celebration Bold 50. Because when DORITOS does anniversaries, we do them BIG and BOLD.”
“Doritos will create new records for consumers to break, such as the highest location from which to eat Doritos chips or building the tallest house of cards using Doritos chips”
I keep saying that Doritos fans will “set” rather than break these records because obviously these records are all made up. That’s probably why the people over at Guinness aren’t involved in this. All of these chip-themed records will be verified by the website RecordSetter.com.
Bold 50 has been up and running for almost two months but very few details have been released yet. The website is pretty empty and it doesn’t explain how you can break the records or what you’ll receive if you do. But there is a radically BOLD form you can fill out if you’d like to receive super extreme updates about future record contests: https://www.doritosbold50.com
I’m not really a big football fan but everyone on facebook seems pretty psyched that the Seahawks and the Broncos are heading to the Super Bowl. Seattle is super fun and my brother lives in Colorado so I guess I approve of this match-up!
So now we know which two teams will play on February 2nd. But we still don’t know which two Doritos ads will air that night. In fact…neither does Doritos. That’s because there’s still 8 days of voting left in the Crash the Super Bowl contest. I wanna help you use your final votes wisely so let’s take a minute to get to know one of the finalists; Ryan Thomas Andersen who created one of my favorite 2014 CTSB entries, Time Machine.
VCN: Hi Ryan. Thanks for taking the time to chat with us. So let’s talk about Time Machine. Where did the idea from?
Ryan: This year, it was actually my 6-year-old son who inspired me! My son & I were watching “Back to the Future” and when the movie ended he asked if I could make him a time machine. As background, he always asks me to make something related to whatever we watch. Cardboard was naturally my first thought – the most inexpensive material – and building this machine for my son led to the idea of what you see in the commercial. –
VCN: What was production like?
Ryan: The production was simple. It only took about seven hours and it was a very small crew: Sound/PA/Producer/dog wrangler (my mom). My beautiful son is the little boy in the commercial, and the golden is the family dog. It was definitely a family affair. I used the Black Magic Cinema Camera 2.5k, with 2 Rokinon Cinema Primes.
VCN: How did you find out that you had made the semi-finals? Did you think you had a shot at making the Top 5?
Ryan: I found out about the semi-finals after I finished a job one afternoon. I had missed a phone call and listened to my voicemail. I don’t think I let the voicemail finish before I hit “call back!” I was so excited! The contest was open to the world this year – I was just grateful that I was recognized as a “semi-finalist.”
VCN: How did you find out that you made the Top 5?
Ryan: I was at my favorite breakfast place eating pancakes and oatmeal when Stan “The Man” Lee called me! I actually walked out of the restaurant forgetting to pay, then ran back in and threw down $18 for a $5 meal.
VCN: What did you do after you got the good news?
Ryan: After I got the news I was speechless. I wanted to tell the world, but I thought, “I’m keeping this secret to myself for as long as I can — I have earned this secret!” I told my friends that I made the Top 5 the same day the world found out.
VCN: What have you been doing to promote your entry?
Ryan: I have been doing everything I can think of. I have been on countless radio and local TV stations. I have been on Facebook, Twitter and Instagram constantly interacting with as many people as possible. I have also been shooting videos of my son, and we made a Vlog where people can follow our character “Mr. Smith” as he wanders Hollywood thinking he’s in the future!
VCN: Are you excited for the super bowl? Who are you taking as your guest?
Ryan: I am stoked for the Super Bowl! I am taking my producer who happens to be a great friend of mine. So it will be amazing for us!
VCN: Any final thoughts you’d like to share?
Ryan: My final thought is this: Even if I don’t go further in this contest, I hope that I can be a true example for others that if you work hard, and don’t give up on your dreams, they can come true! It’s hard having a child at such a young age, and people can be very negative in this world. Persistence and drive go a long way. I am living proof of it right now. If you want to see my ad air during the Super Bowl, just go to Doritos.com and vote for TIME MACHINE! Thank you to everyone who has supported us this far! I am truly blessed.
VCN: Thanks Ryan and good luck!
I asked Ryan if he wanted me to include a direct link to his entry but he declined! He said I should just link to Crash the Super Bowl website since that would be fair to all the finalists. So if you’d like to vote for Time Machine, just go to www.doritos.com
On Tuesday afternoon, the 2013-2014 installment of the Crash the Super Bowl contest officially started accepting entries. As of right now you have 44 days to shoot and submit your Doritos commercials. It looks like some filmmakers actually shot their entries before the contest even began because there are already 30 ads in the video gallery. And speaking of the video gallery, Doritos has remodeled and resurrected the classic, scroll-able, video wall. Last year it was a real hassle to watch multiple CTSB entries because the videos were all hosted on a sluggish facebook page. But the new gallery is slick, fancy and fun.
This year Doritos made another change to the contest; ALL SUBMISSIONS ARE BEING UPLOADED TO YOUTUBE! If you’ve ever tried to upload a CTSB entry at the last minute, you’ll understand why this is a big deal. You can even submit videos that are hosted on your own youtube channel! The old CTSB servers would sometimes have problems in the final hours of the contest because hundreds of people were trying to upload videos at the same time. But now if you enter 20 minutes before the deadline you don’t have to worry that the uploader might crash on you.
Crashthesuperbowl.com is gone so if you want to read the official rules and the contest FAQs, you’l have to head to https://www.doritos.com. If you do decide to enter the Crash this year, be sure to tweet me a link to your entry (@Dan_VCN) and I promise I’ll reply with a 140 character review!
Later this afternoon, Frito-Lay will officially announce the return of the Crash the Super Bowl contest! This morning’s edition of the USA Today teased some of the details but a few other news outlets got lazy and just straight-up posted Frito-Lay’s full press release early. It sounds like the people in charge of this contest actually listened to their fans (and maybe this blog) because they’ve made some phenomenal changes this year. You can read the official press release here but I’ll list the most important details:
The contest will begin accepting fan-made Doritos commercials on October 8th, 2013. The deadline for submissions is November 24th, 2013.
FACEBOOK IS NOT A PART OF THE CONTEST THIS YEAR: Last year Frito-Lay ran the entire Crash the Super Bowl contest through an annoying and poorly-designed Facebook app. This year the Crash is back where it belongs on it’s own, dedicated website.
A panel of judges that includes “executives from the Doritos brand, advertising professionals and the legendary Stan Lee of Pow! Entertainment” will select a slate of 5 finalists.
Two of these finalists will air during the Super Bowl XLVIII. One will be selected by a panel of judges from Doritos and the other will be chosen through an online, public vote.
THE AD METER CONTEST HAS BEEN RETIRED: For the first time ever, the winner of the Crash the Super Bowl contest is guaranteed to win a cash prize of One Million Dollars! If you win the online vote, you “win” the Crash the Super Bowl contest and you get the million bucks. There will be no bonuses for scoring well on the USA Today Ad Meter. Also for the first time ever, the second place winner is guaranteed a prize of $50,000.
The two filmmakers that win 1st and 2nd place will also get the chance to “become part of the Marvel family” and work on the set of Marvel’s Avengers: Age of Ultron.
All five finalists will win a trip to fabulous Rutherford, New Jersey in February so they can watch the Super Bowl from Doritos’ private skybox. The three finalists who do not win one of the big prizes will receive $25,000 just for making the top 5.
THE CRASH ISN’T JUST FOR AMERICANS ANYMORE: This might be the biggest change of all. For the first time in the history of the Crash the Super Bowl contest, Doritos will be accepting entries from filmmakers outside of the United States. If you live in one of the 46 countries around the world where Doritos are sold, you are eligible to enter the 2013-2014 installment of the Crash the Super Bowl contest.
Some fans are probably going to be annoyed by the “global” angle of this year’s contest simply because it means there will be more competition. But the Crash was getting stale and I think an international infusion of styles and talent is just want this competition needs right now. It will be sort of cool to see what kind of ads people in Romania and Peru and South Africa create. No word yet on whether or not submissions will need to be in English.
All in all, I think this is going to maybe be the best Crash Super Bowl contest ever. Last year’s installment was sort of a disaster for two big reasons; #1: The CTSB Facebook app was an ugly, spammy, hassle. #2: The winners of the contest got robbed because of changes USA Today made to their ad meter. You can read about these problems in detail in these two VCN articles; Did a poorly-designed facebook app almost ruin this year’s crash the super bowl contest? and Why didn’t Doritos’ Crash the Super Bowl ads do better on this year’s USA Today Ad meter? But basically, the facebook app tracked user’s data and clogged their friend’s feeds with updates every time they voted for an entry. And USA Today turned their highly-respected, long running Ad Meter poll into a bogus, online-only poll that anyone could access. One of the 2013 CTSB winners, Goat 4 Sale actually won 1st place on Nielson’s ad meter but the commercial didn’t crack USA Today’s top five. The ads that did score high on the USA Today poll mostly sucked and it seemed like maybe certain companies took some steps (cheated) to make sure their commercials would do well in the poll. If the USA Today ad meter had been run the way it had been run for decades, the director of Goat 4 Sale probably would have won one of Frito-Lay’s big bonus prizes.
But apparently those problems are in the past. I’m genuinely impressed that the folks in charge of this contest recognized that certain aspects were unfair to contestants and then to action to fix those issues. Doritos got a massive amount of free, social media exposure when they ran the contest on facebook last year. So it must have been tough for them to move the contest back to a dedicated website. I also think it was a stroke of genius to involve Stan Lee in this year’s Crash. Last year’s celebrity judge was Michael Bay. Let’s be honest, Michael Bay f*cking sucks. Nobody likes Michael Bay and his movies are total garbage. One of the 2013 winners actually won a job working on the set of Transformers 4. It was a great opportunity but I sort of feel sorry for that guy because he’s probably spent the last 5 months sucking up to Michael Bay and pretending like he’s proud to bring another Transformers movie into the world. But Stan Lee is different. Stan Lee is an icon. People freaking love Stan Lee and the Marvel movies have all been pretty great. So a chance to “join the Marvel family” is a seriously awesome prize.
Frito-Lay’s official announcement will probably happen around noon EST today. I’ll update this post with a link to coverage of the announcement when it’s available. In the mean time, here’s a link to the new Crash the Super Bowl website: The rules aren’t live yet but a teaser video is already up: https://doritoscrashthesuperbowl.thismoment.com