Doritos’ “Crash the Super Bowl” contest is back after a 10-year hiatus, with the winning ad “Abduction” by director Dylan Bradshaw and content creator Nate Norvell set to air during the first quarter of Super Bowl 2025.
The duo’s creative alien encounter earned them $1 million and a trip to New Orleans.
The competition, which began in September 2024, narrowed thousands of entries down to 25 finalists, with viewers voting for their favorite.
Bradshaw and Norvell's ad, featuring a snack-loving man battling an alien for his Doritos, is a nod to the brand's bold branding and will be seen by over 100 million viewers.
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The commercial marks the 25th Super Bowl commercial for Doritos and aligns with PepsiCo's focus on creator-driven campaigns.
Tina Mahal, SVP of marketing at PepsiCo Foods North America, expressed her excitement in showcasing their vision on the “biggest stage in advertising.”
“This year’s Crash the Super Bowl contest winner, ‘Abduction,’ is the ultimate embodiment of Doritos’ For the Bold ethos,” she says.
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The return of “Crash the Super Bowl” reflects a shift in marketing, where creators and influencers play a central role in big brand campaigns.
This trend highlights the growing importance of authentic and engaging content, especially in major events like the Super Bowl, where more companies are tapping into the power of content creators.
By leveraging user-generated content, brands not only foster deeper consumer engagement but also benefit from cost-effective, high-impact storytelling that resonates across digital and social platforms.
A Humorous Take on Alien Abduction
The 30-second spot opens with a man napping in his chair, a bag of Doritos Nacho Cheese in hand.
Suddenly, a monitor beeps with the message, “UFO detected.”
Startled, the man wakes up just as a bright beam shines down on his Doritos, causing the bag of chips to gravitate toward the light.
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The beam intensifies, tugging the chips from his grip as the man struggles to hold on.
A tug-of-war ensues, but the man ultimately loses, and the Doritos fly through the UFO, causing it to break in half and explode.
The screen flashes “Doritos, For the Bold,” and the ad ends with a lighthearted moment where the man and the alien share a bag of chips, with the alien learning to say “Doritos.”
By giving creators the spotlight, Doritos is tapping into the authenticity that today’s audiences crave.
This approach strengthens brand loyalty and extends the campaign’s reach, as creators bring built-in audiences that drive organic engagement and amplify the ad’s impact across social media.
Beyond Doritos, PepsiCo’s Super Bowl presence extends to new product launches, including a separate campaign for Lay’s that introduces its "All Dressed" flavor, which was only available in Canada.
