Two Finalists Will Win the Chance to Work with Marvel Studios on the Set
of the Highly Anticipated Movie "Marvel's The Avengers: Age of Ultron"
TORONTO, Sept. 12, 2013 /CNW/ - Marking one of the boldest Super Bowl
advertising announcements to date, the Doritos brand today revealed
that its Crash the Super Bowl contest — where consumers compete to have
their own Doritos ads air in front of a television audience of millions
— will be open to fans around the world. As part of this year's
contest, two lucky winners will see their ads air during Super Bowl
XLVIII, the pinnacle of television advertising. The creators of the two
finalist ads will each win the opportunity to work with Marvel Studios
on the set of "Marvel's The Avengers: Age of Ultron," the highly anticipated sequel to the 2012 blockbuster "Marvel's The Avengers," which became the third-highest-grossing movie of all time worldwide.
The creator of the ad that receives the most fan votes will also win $1
million in prize money. This marks the first time Doritos, one of the
flagship brands from PepsiCo's Frito-Lay division, has guaranteed a
cash prize of this magnitude. More details are available at www.doritos.com.
Since 2007, the annual Crash the Super Bowl contest has invited U.S.
consumers to create and submit 30-second homemade ads celebrating their
love of Doritos tortilla chips. For this year's contest, adults from
anywhere in the world where Doritos tortilla chips are sold can
compete. A qualified panel of judges, including executives from the
Doritos brand, advertising professionals and the legendary Stan Lee of
Pow! Entertainment — chairman emeritus of Marvel and creator of such
Super Heroes as Iron Man™, Spider-Man™ and others — will select five
finalist ads. From there, the world will be invited to vote for their
Ultimately, two spots will air during the Super Bowl broadcast — one
will be selected by fan votes on www.doritos.com and the other by the Doritos brand. The creators of both winning ads
will receive the opportunity to work on the set of "Marvel's The Avengers: Age of Ultron" and the ad with the highest total number of votes will win its creator
the $1 million grand prize. The runner-up will receive $50,000.
"Incredible content has no geographical boundaries," said Ann Mukherjee,
senior vice president and chief marketing officer, PepsiCo's Frito-Lay
division. "As a brand that spans 46 countries on six continents, we
know firsthand that regardless of where our fans are located, they are
all about seizing the moment and making an impact in the boldest way
possible. With Crash the Super Bowl, we're now delivering an
unprecedented opportunity for fans around the globe to share their
talent and creativity on one of the world's largest advertising
Since Crash the Super Bowl was first introduced, the Doritos brand has
seen consumers create more than 20,000 ad submissions with the winning
spots consistently ranking among the most memorable and buzzed-about
Super Bowl commercials. As a result, the creators of these top-ranked
winning ads have been awarded millions of dollars in grand prize money
and have gone on to receive commercial work, Hollywood representation
and other life-changing experiences.
This year's winners will have the career-altering opportunity to work
with Marvel Studios on the set of "Marvel's The Avengers: Age of Ultron." Marvel Studios, a division of Marvel Entertainment, produces movies
based on the world's most prominent and iconic comic book empire. With
a library of more than 8,000 characters, Marvel Studios has created
such blockbuster film franchises as Marvel's "Iron Man," "The Incredible Hulk," "Thor," "Captain America," and "Marvel's The Avengers." Marvel Entertainment is a wholly owned subsidiary of The Walt Disney
"Marvel is all about creating unique characters, telling intriguing
stories and engaging audiences in the boldest ways possible, which is
what the Crash the Super Bowl contest does for Doritos fans and makes
this partnership so powerful," said Stan Lee. "The winners of this
contest will have the incredible opportunity to not only see their work
broadcast to millions on the Super Bowl, but also become a part of the
Marvel family and work with some of the most dynamic talents in the
entertainment industry today."
The worldwide expansion of the Crash the Super Bowl contest comes as the
filmmaking community continues to build its global footprint, with
aspiring directors and artists around the world seeking opportunities
to break into the entertainment business and make their mark. In the
last decade alone, total box office spending has risen by one-third in
North America while more than doubling in other parts of the world1. And with top-ranked film schools located in cities, such as Beijing,
Sydney, Munich and Prague, an abundance of cinematic talent is coming
from every corner of the globe.
1 IHS Screen Digest, 2011
Each of the five Crash the Super Bowl finalists will win an invitation
to Rutherford, N.J., to attend Super Bowl XLVIII and watch the game
from a private luxury suite, where they will tune in to learn which
finalist ads will air for the world's attention. The three finalists
whose commercials don't air during the broadcast will each win $25,000.
The Super Bowl XLVIII broadcast is set for Sunday, Feb. 2, 2014, on
As one of the leading snack brands in the world, Doritos has a presence
in 46 countries and six continents. With flavors ranging from Nacho
Cheese and Cool Ranch to Sweet Chili Pepper and Tangy Cheese, the
worldwide Doritos portfolio currently offers more than 70 unique
PepsiCo's relationship with the NFL is among the company's
longest-running and most-successful sports sponsorships. PepsiCo will
leverage its relationship with the NFL to connect with consumers
throughout the season with activations spanning many of the company's
largest food and beverage brands, including Pepsi, Tostitos, Quaker,
Doritos and Gatorade.
About Marvel Entertainment
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney
Company, is one of the world's most prominent character-based
entertainment companies, built on a proven library of over 8,000
characters featured in a variety of media over seventy years. Marvel
utilizes its character franchises in entertainment, licensing and
publishing. For more information visit marvel.com.
About Doritos Doritos tortilla chips is one of the billion-dollar brands that make up
Frito-Lay North America, the $13 billion convenient foods business unit
of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. To
learn more about the Doritos brand, visit its website at www.doritos.com or on Twitter at www.twitter.com/Doritos or on Facebook at http://www.facebook.com/DoritosUSA.
PepsiCo is a global food and beverage leader with net revenues of more
than $65 billion and a product portfolio that includes 22 brands that
generate more than $1 billion each in annual retail sales. Our main
businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola -
make hundreds of enjoyable foods and beverages that are loved
throughout the world. PepsiCo's people are united by our unique
commitment to sustainable growth by investing in a healthier future for
people and our planet, which we believe also means a more successful
future for PepsiCo. We call this commitment Performance with Purpose:
PepsiCo's promise to provide a wide range of foods and beverages from
treats to healthy eats; to find innovative ways to minimize our impact
on the environment by conserving energy and water and reducing
packaging volume; to provide a great workplace for our associates; and
to respect, support and invest in the local communities where we
operate. For more information, please visit www.pepsico.com.
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SOURCE: PepsiCo Foods Canada
For further information:
PepsiCo Foods Canada