From 2007-2016, Doritos broke the mold of Super Bowl advertising by launching a contest that invited the public to make their own Doritos ad for a chance to win cash and see their work in the Big Game. It cemented the brand’s leadership in user-generated marketing, which continues today.

After a hiatus, the 2024-2025 “Crash the Super Bowl” campaign was launched as much more than a contest—it was a platform to empower and amplify the creator community, effectively ceding control back to the fans in a modern, digitally-native format.

The campaign invited aspiring filmmakers and digital creators to develop and submit their own commercials, with the ultimate prize being a coveted slot during the Super Bowl LIX broadcast. This modern iteration moved beyond a simple video contest, integrating social media platforms to showcase finalists and drive engagement, turning the audience into active participants in the selection process in the months leading up to the game. The winning fan-made advertisement, titled “Abduction,” successfully aired, generating significant buzz and positive sentiment across both traditional and social media.

The results underscored the power of this renewed strategy and the simplicity of the idea of putting fans in control of a brand. The initiative not only delivered a high-impact Super Bowl moment but also solidified Doritos’ connection with a new generation of digital creators, proving the enduring power of handing the brand narrative over to its most passionate advocates.