Doritos is reviving its famous “Crash the Super Bowl” contest after a nine-year break, and this year’s competition has already created a buzz. The chip giant has selected 25 semi-finalists from thousands of entries, each competing for a chance to have their ad featured during Super Bowl LIX and win a grand prize of $1 million. The contest is a celebration of creativity, open to both amateurs and professionals, as they showcase their unique ideas to impress the judges.
This year’s contest theme is “Do it Better,” which challenges creators to respond to social media criticisms of past Doritos Super Bowl commercials. These critiques include comments like “That was so dumb” and “Fire your marketing team.” The semi-finalists’ ads, however, promise to deliver fresh and creative perspectives.
Some standout concepts include:
- A couple sharing one set of dentures to enjoy their favorite snack.
- A group of friends shrinking to ant-size to eat Doritos crumbs at the bottom of the bag.
- A man whose head and hand grow larger after touching a Dorito, leading to a hilariously unexpected solution.
While the ads feature professional-quality production, the final winner will be chosen based on the strength of the idea rather than technical polish.
The “Crash the Super Bowl” contest originally launched in 2007, long before user-generated content became mainstream. It quickly gained traction, with many of its ads ranking in the top five of the USA TODAY Ad Meter and even taking the #1 spot four times. By 2016, the contest had run its course, but Doritos is bringing it back in 2025 to tap into the booming creator economy.
This year’s return also reflects how technology has made content creation more accessible than ever. Aspiring creators can now produce professional-quality content using advanced tools, just like the wedding photographer who once became a contest winner in 2007.
The 25 semi-finalists represent a new era of creativity, and their ads reflect Doritos’ commitment to engaging its audience in bold, innovative ways. Fans can watch these creative entries on Doritos’ YouTube channel as the company prepares to crown its next winner.
Who will take home the $1 million prize and see their ad air during Super Bowl LIX? Stay tuned to find out!
