Doritos Relaunches “Crash the Super Bowl” Contest for Super Bowl LIX

Doritos, the popular chip brand known for its wide range of flavors, is making a bold move for Super Bowl LIX. Frito-Lay, the snack-food giant behind Doritos and part of PepsiCo, has decided to relaunch the famous “Crash the Super Bowl” contest. This contest gives aspiring filmmakers and creatives the opportunity to create a big-screen Super Bowl ad for Doritos, with the chance to win $1 million and have their ad aired during the Big Game.

With over 25 semi-finalists chosen from thousands of entries, the competition is fierce. The selected ads will need to capture the essence of Doritos while showcasing creativity, humor, and a polished finish. Chris Bellinger, chief creative officer at PepsiCo’s food operations, emphasizes the importance of a great idea and execution in creating a winning Super Bowl ad.

The focus of the contest is to engage consumers in the creation process and showcase unique and unexpected concepts. Previous winning ads have ranged from shrinking characters to science fiction themes, all centered around the love for Doritos. The internal selection process will determine the final candidates who will compete for the coveted spot during the Super Bowl broadcast.

The “Crash the Super Bowl” contest originally debuted in 2007, capitalizing on the rise of user-generated content and online platforms like YouTube. Over the years, the contest evolved to adapt to changing advertising trends, including the use of celebrities and longer-form commercials. However, the return of the contest in 2025 signifies a resurgence in the appeal of user-generated content and the power of individual creators in today’s digital landscape.

As Doritos prepares for Super Bowl LIX, the brand remains committed to engaging with its audience in innovative ways and showcasing the creativity of its fans. The “Crash the Super Bowl” contest represents a unique opportunity for aspiring filmmakers to make their mark on one of the biggest advertising stages in the world.