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.
Last Thursday the folks over at Zooppa announced the winners of their 2015 community awards via a weirdly fascinating Livestream event. One staff member after another jumped in front of the camera and quickly read the results of each category. The jokes were cheesy, the quality of the video was bad and the set looked like it was created by a bunch of 12 year olds who forgot to take their ADHD medicine. The presenters stood behind a table full of trophies and it took me a while to realize that the trophies weren’t meant for the winners; they were just random sports trophies that were lined up on the table as decorations. But all those random and crazy elements made the whole thing sort of cute and endearing. (My favorite part was when the American staff members suddenly signed off and a team from Italy took over. I didn’t even realize Zooppa was a thing in Italy.) So if you have like 6 minutes to kill and you want to watch something sorta fun and strange, here’s a recording of the Livestream. –
Even though this video was cute, I think Zooppa might want to up their awards game next year. I don’t think the winners even got anything for winning Zooppa’s online poll. An award like this will look good on a resume or in a bio but Filmmakers LOVE getting physical awards. A $60 trophy can buy a lot of loyalty and goodwill so Zooppa might want to hand out a few those next year if they want to keep their top members happy.
Super Bowl 50 is over and so is the Crash the Super Bowl contest! It’s been a great ten years but I think the folks at Doritos are wise to retire the contest while it’s still popular. The final winner was Doritos Dogs by Jacob Chase of Los Angeles, California. Frito-Lay was only supposed to air one CTSB entry this year but they surprised everyone and ran two. The other ad was Ultrasound by Peter Carstairs of Melbourne, Australia. Ultrasound aired really early in the first quarter and I just assumed it was the big winner. So I was really surprised to see Doritos Dogs just after half time. (or was it just before? Coldplay makes my memory go fuzzy.) Ultrasound has turned in a viral hit online so that’s probably why Doritos decided to air it. –
Most of the Super Bowl commercials sucked this year but Ultrasound and Doritos Dogs really stood out. I definitely think a lot of people will be talking about Ultrasound tomorrow. Congrats to the winners and thanks to Doritos for running such an amazing contest for the last 10 years!
POST SCRIPT: Hardcore CTSB fans will want to check this out. Someone associated with the contest was on Periscope during the game. So now all us non-winners can see what it’s like inside of Doritos’ private box at the Super Bowl. I was surprised that there weren’t more Doritos! https://www.periscope.tv/w/1RDGlByVmQqxL
POST SCRIPT #2: The USA Today ad meter results were released on Monday; Ultrasound and Doritos Dogs were ranked the #3 and #4 best ads of the game, respectively. That may sound impressive but keep in mind that the USA Today Ad Meter is pretty much worthless now. The paper used to run multiple live focus groups but now the Ad Meter is basically just an online poll. That’s probably why Doritos stopped using it to measure the success of their ads.
During the broadcast of Super Bowl 49, Doritos’ facebook page posted a few GIFs that used clips from some of the 2015 Crash the Super Bowl finalists. The GIFs included football related puns and they proved to be pretty popular. The GIFs got so many likes and shares that the company decided to post a new slate of them this year. So a few weeks ago Doritos launched a small contest via their Legion of the Bold platform and asked their fans to “Meme the Crash the Super Bowl Finalists.” The sponsor picked 5 winners and some or all of the selected GIFs will be posted to Doritos’ Facebook page and Twitter account during the big game. Here are a few of the winning entries. The creators of these GIFs will receive $2,000 apiece. .
People could use footage or images from any of the three 2016 Crash the Super Bowl finalists but none of the winners were based on “Swipe For Doritos.” Two entries used clips from “Ultrasound” and three used footage from “Doritos Dogs.” So those numbers might give us a hint as to which ad or ads will air on Sunday. If you’d like to see the other winning Memes, head here.
D-Day is finally here! This afternoon Doritos revealed which three Crash the Super Bowl entries will be advancing to the finals. These three ads were selected from a pool of 50 semi-finalists that were announced in December. Last fall Frito-Lay received more than 4,500 submissions so a director’s chances of making the finals were 1 in 1,500. Here are the 3 ads that made the cut. Overall all I think these ads are solid picks and they range from “good” to “really good.” –
Creator: Jacob Chase from Los Angeles, CA Budget: $1,000 –
Every year I try and predict which entries will make the finals and this time around the only pick I got right was Doritos Dogs. It’s a cute, fun entry that is just a perfect fit for the Crash the Super Bowl contest. The image of the giant dog-man is really incredible. I’ve watched this entry a a few times and it does get a little boring after repeat viewings. But FritoLay could easily cut this commercial down to 15 seconds. I think this entry is going to win the online vote by a landslide and a 15-second cutdown of Doritos Dogs will probably run on TV for months. VCN’S GRADE: A- –
Creator: Peter Carstairs from Melbourne, Australia Budget: $2,000 –
Maybe it’s just me but I think this ad is freaking creepy! It’s also funny and based on a good idea but something just feels sort of wrong here. Some bouncy background music probably would have helped lighten the tone a little. To be honest, I’m shocked that this entry made the Top 3. I’m not really sure that CBS will want to air Ultrasound during the PG-rated Super Bowl. Some uptight parents might get upset if their young kids learn about the mechanics of childbirth during a football game. Plus some viewers might get freaked out by the punchline; the mental image of a baby shooting out of a woman’s vagina is kinda terrifying. (at least the Doctor mentions that the baby is only a few days away from being born). I’d really like to know if the network has pre-approved this ad. If they haven’t, maybe the judges picked this one because they know it will be rejected. If the winning entry can’t air during the Super Bowl, I assume the ad that came in 2nd will be named the as the winner. So when the judges picked Ultrasound they may have secretly been staking the deck in favor of one of the other finalists. VCN’S GRADE: B- –
Swipe For Doritos
Creator: David Rudy from Los Angeles, CA Budget: $4,500 –
This is a cool ad and I think people will really like the visual effects. But I’ve always been put-off by big-budget Crash the Super Bowl entries. This contest is supposed to be about helping an outsider “crash” into the industry. The creator of this ad apparently owns a talent agency and I’m guessing that most of the women in this commercial are his clients. The most recognizable face is of course Doris Roberts from Everybody Loves Raymond. But the other women all have serious resumes too. (you may recognize the “I’d sneak out for you” girl from Parks and Recreation and the mom from Wet Hot American Summer.) Casting recognizable actresses in this ad seemed unnecessary. It feels like the director was sort of showing off. I thought Frito-Lay created this contest to see what kind of ads the “average joes” out there in middle American could make. But if you can spend $4,500 on your entry and if you can get a 5-time Emmy winner to do a favor for you then you don’t really need any help breaking into the industry. Having said all that, I do think that this is a good commercial. I just wish the judges hadn’t picked it because it goes against the crowdsoucing premise of the competition. VCN’S GRADE: B
Voting in the CTSB contest is now underway and will last the rest of the month. The ad that gets the most votes by January 31st will air during the Super Bowl and the creator will receive a million dollars plus a chance to work with the director Zach Snyder. The two runners-up will each win $100,000. Everyone is allowed to vote once a day (per device). You’ll need to register before you can vote but you can automatically sign up with your facebook, twitter or Google + accounts. If you’d like to vote, head here: https://crashthesuperbowl.doritos.com/finalists