Supplier News Breaks
Frito-Lay brings back 'Doritos Girl' for Super Bowl ad contest
January 4th, 2013
PLANO, Texas – "Doritos Girl" Ali Landry, who rose to fame 15 years ago by starring in a Doritos Super Bowl ad, has reunited with the snack chip brand in announcing the five finalists for this year's "Doritos Crash the Super Bowl" contest.
Frito-Lay North America said Friday that the finalists, picked from thousands of entrants, will now face off for the chance to have their television commercials air during the Super Bowl XLVII broadcast on Feb. 3, 2013 on CBS-TV.
Two TV ads will air: one chosen by consumers' votes and one by the Doritos brand team. The finalist whose ad scores highest on the USA Today Ad Meter rankings will get the opportunity to work with acclaimed film director Michael Bay on the next installment of the "Transformers" movie franchise, along with a shot at a $1 million bonus.
Frito-Lay noted that the promotion marks the seventh consecutive year in which consumers have created Super Bowl ads for Doritos.
"In 1998, little did I know that my participation in a Doritos Super Bowl commercial would change the rest of my life," stated Landry. "As I celebrate 15 years as the 'Doritos Girl,' I couldn't be more excited to partner with the Doritos brand to announce the five finalists vying for a life-changing opportunity like the one I had."
Landry began her acting career after her performance in the 1998 Doritos Super Bowl ad titled "Laundromat." Thereafter she achieved recurring roles on popular TV shows, including "Felicity," "Two Guys and a Girl," "Sunset Beach" and "Popular," in addition to three seasons on the UPN network series "Eve."
The five Crash the Super Bowl finalist ads are "Goat 4 Sale" by Ben Callner, "Road Chip" by Tyler Dixon, "Fashionista Daddy" by Mark Freiburger, "Express Checkout" by Sasha Shemirani and "Fetch" by Joe Taranto.
Doritos fans can vote each day for their favorite Doritos commercial on the Doritos Crash the Super Bowl-branded app on the Doritos Facebook Page and/or on the Facebook mobile app from Jan. 4 to 29.
"Every year, we're simply overwhelmed with the quality, creativity and talent behind our fans' ads," commented Ram Krishnan, vice president of marketing for Frito-Lay North America. "This year is no different. Each of these five finalists brought their A-game to the contest, and we can't wait to see what happens when we get to the Super Bowl."
Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have consistently ranked within the top five spots of the USA Today Ad Meter, and three of the last four years they have scored the No. 1 ranking, according to Frito-Lay.
Each of the five finalists win $25,000 and a trip to New Orleans to attend Super Bowl XLVII in a private luxury suite at the game, where they will tune in to learn for the first time which of their Doritos ads will compete for the top spot in the USA Today Ad Meter before a worldwide audience.
Bonus prizes will be awarded based on how each ad ranks on the USA Today Ad Meter: $1 million will be awarded for an ad that scores the No. 1 spot on the USA Today Ad Meter, $600,000 will be awarded for an ad that scores the No. 2 spot, and $400,000 will be awarded for an ad that scores the No. 3 spot.
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