Doritos engages its target audience once again to produce TVCs for the superbowl. Their shoutout is “take down the ad pros” / “take the top spot”.
Make it to one of the five finalists and winn $25,000. When voted as the favourite, your ad will get aired during the superbowl. An dif the ad gets to the top spot of the US Today Ad Meter, you win 1,000,000
You can think of any story you like, and should submit a video of not more than 30 secs. In the gallery, there are already 218 spots by now.
On the site, they even provide you with a library of Doritos material, such as product shots, music files and animated logo sequences usually used for the end of a spot by the ad pros. But the story items still need to be shot by the target audience.
While I always liked the idea of consumer generated content, it is stilla cheap means of cutting production costs – in this case to a possible max of $125kfor the finalists plus an undisclosed amount for whoever produced the site and manages the campaign. The 1 million will only be paid out if the spot makes it to number one of the US Today Ad Meter. I don’t know what the chances are in that, but I do know that advertisers can buy insurances for these kind of “risks”. So that the actual sum paid for the insurance premium that pays, in case the 1 million needs to be paid out, can by substantially lower.