NEW YORK — The football season just started, but Doritos is already thinking about the Super Bowl.
The snack chip brand is going to have its sixth annual “Crash the Super Bowl” contest, which allows viewers to submit their own Doritos commercials and fans to vote on their favorites to appear during the big game.
If the ads score well on the USA Today Ad Meter, which measures the popularity of Super Bowl commercials, contestants win cash prizes of up to $1 million.
This year, Doritos has added a twist: It has enlisted Andy Samberg, left in photo, a comedian on “Saturday Night Live,” and The Lonely Island, a creative team that consists of Samberg and two childhood friends, Jorma Taccone and Akiva Schaffer, center and right, to create an ad to compete in the contest. If their ad wins, they’ll donate the prize money to charity. If they don’t, they’ll work with the winners on a future Doritos project.
“I see this year as really us raising the stakes a little bit,” said Tony Matta, vice president of marketing. The Associated Press; AP photo
