Frito-Lay brand Doritos has announced the 25 semifinalists for its revived “Crash the Super Bowl” contest, reigniting the fan-driven campaign after nearly a decade.
The selected entries, ranging from comedic sketches to heartfelt narratives, set the stage for fierce competition as the countdown to Super Bowl 59 begins.
After receiving thousands of submissions, the standout entries highlight the creativity of fans eager to have their commercials air during the most-watched television event of the year.
Fans can view all semifinalists at DoritosCrash.com and vote for their favorite starting January 14.
🥁Drum roll please🥁
— Doritos (@Doritos) January 3, 2025
Introducing our semi-finalists for Crash the Super Bowl 2025. All of these ads were created by YOU - but there can only be ONE winner 🫡 Visit https://t.co/msPtjoWLPl to watch all the submissions and let us know which one is your favorite ⬇️ #DoritosCrashpic.twitter.com/yzVf9To4Lk
Stacey Taffet, SVP of marketing at Frito-Lay North America, lauded this year's semifinalists for their incredible range of talent and storytelling:
“From laugh-out-loud humor to emotionally resonant moments, these creators have truly embraced the spirit of Doritos and what the Super Bowl is all about.”
The "Crash the Super Bowl" contest, which last ran in 2016, will award the winner $1 million and an all-expenses-paid trip to Super Bowl 2025 in New Orleans on February 9.
For Frito-Lay and its parent company PepsiCo, the prize adds to the costs of securing a 30-second spot during the Big Game, which has now reached a record-breaking $7 million.
CBS has already sold out the entirety of their 2024 Super Bowl ads...
— Frank Michael Smith (@frankmikesmith) November 3, 2023
The average cost for 30 secs is $7 million. For reference in 2015, it was only $4.25 million
These brands spent their money wisely (A Thread): pic.twitter.com/HlrSg1rD1R
Many of this year’s semifinalists have tapped into cultural trends, with some drawing inspiration from the unique flavors and bold personality of the Doritos brand.
Ad agencies are instrumental in marketing these campaigns, using their expertise to create buzz and generate excitement around an initiative leading up to a big event.
Showcasing Creativity and Bold Storytelling
The public now has the power to shape the competition’s outcome, as online voting will determine the winner.
This participatory element is a hallmark of the contest, fostering engagement and excitement among Doritos fans.
Among the semifinalists are first-time filmmakers, small business owners, and experienced content creators hoping to use the contest as a springboard to greater opportunities.
Past winners of “Crash the Super Bowl” have gone on to build successful careers in advertising, film, and media, like film director Armand de Saint-Salvy who was a 2015 finalist for his entry, "Manchild."
This solidifies the contest as a proven launchpad for emerging talent.
With the Big Game just a little over a month away, anticipation is growing to see which of these semifinalists will take home the prize money and get the fame.
As fans rally to vote for their favorites, the contest promises to deliver unforgettable moments — and perhaps even the next iconic Super Bowl commercial.
It is no secret that A-list stars are major draws in Super Bowl ads, but it doesn't mean that campaigns without celebrities can't be effective in driving your message home and connecting with your audiences.
For instance, Taco Bell is going a step further by featuring its customers in its Super Bowl campaign.
