Doritos Brand Enlists Ali Landry To Reveal Five Consumer-Created Commercials
Vying For Super Bowl Air Time, $1 Million Bonus And Grand Prize To Work With
Director Michael Bay
Celebrating 15 years as iconic 'Doritos Girl,' Ali Landry Unveils Finalists on
Doritos Facebook Page; Fans Can Vote for Their Favorite Spot from January 4 to
PLANO, Texas, Jan. 4, 2013
PLANO, Texas, Jan. 4, 2013 /PRNewswire/ --Iconic "Doritos Girl" Ali Landry,
who rose to fame 15 years ago by starring in a Doritos Super Bowl ad, reunited
with the Doritos brand once again last night when she announced the five
finalists for this year's Doritos Crash the Super Bowl contest. Selected out
of thousands of entrants, the five finalists will now compete for the chance
to have their ads air during the Super Bowl XLVII broadcast on Feb. 3, 2013 on
CBS. Two ads will air — one selected by America's votes and one by the Doritos
brand team. The finalist whose ad scores highest on the USA TODAY Ad Meter
rankings will be awarded the career-changing opportunity to work with
acclaimed film director Michael Bay on the next installment of the blockbuster
"Transformers" movie franchise, along with a shot at a $1 million bonus. This
marks the seventh year in a row consumers have created Super Bowl ads for
Doritos, one of the flagship brands from PepsiCo's Frito-Lay division.
Landry launched her acting career on the heels of her eye-catching performance
in the 1998 Doritos Super Bowl ad titled "Laundromat." Following her success
on the Super Bowl stage, she achieved recurring roles on popular television
shows, including "Felicity," "Two Guys and a Girl," "Sunset Beach," and
"Popular," in addition to three seasons on the hit UPN network series "Eve."
She also earned a number of hosting credits including the music-talk show
"Farm Club.com," NBC's "Spy TV," and "Full Frontal Fashion" on WE. Landry
visited a Laundromat like the one that helped propel her career to celebrate
the 15^th anniversary of her iconic Super Bowl commercial and announce this
year's five Crash the Super Bowl finalists. The video announcement is
available on the Doritos Facebook Page (www.facebook.com/DoritosUSA).
"In 1998 little did I know that my participation in a Doritos Super Bowl
commercial would change the rest of my life," said Landry, who will be in the
Los Angeles area today casting her vote in the contest and greeting fans. "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."
The five Crash the Super Bowl finalist ads (in alphabetical order by finalist
last name) are:
o"Goat 4 Sale" by Ben Callner
o"Road Chip" by Tyler Dixon
o"Fashionista Daddy" by Mark Freiburger
o"Express Checkout" by Sasha Shemirani
o"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
(http://www.facebook.com/DoritosUSA) and/or on the Facebook mobile app from
January 4 to January 29.
Star power is the theme of this year's contest. In addition to sharing the
same Super Bowl spotlight as Landry, this year's grand prize winner will also
get the chance to work with Bay on the next installment of the "Transformers"
movie franchise from Paramount Pictures and Hasbro, set to be released on June
27, 2014. As one of Hollywood's boldest and most bankable feature film
directors, Bay's repertoire includes such blockbuster hits as the
"Transformers" franchise, "Armageddon," "Pearl Harbor," "Bad Boys" and "The
Rock." Bay's films combined have grossed $5.4 billion in worldwide ticket
sales, and his most recent hit, "Transformers: Dark of the Moon," ranks as the
fifth-highest grossing movie of all time, earning $1.2 billion at the box
"Similar to the opportunity Crash the Super Bowl provides to aspiring
filmmakers, I also got my first big break creating ads," said Bay, who began
his career as a creative force in the advertising world, winning many of the
industry's top accolades, including being honored as "Commercial Director of
the Year" by the Directors Guild of America at the young age of 27. "I am
truly impressed with all five of these Doritos spots and excited to work with
one of the creators as they make a name for themselves in Hollywood."
"Every year, we're simply overwhelmed with the quality, creativity and talent
behind our fans' ads," said Ram Krishnan, vice president of marketing,
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.
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 prizing
will be awarded, based on how each ad ranks on the USA TODAY Ad Meter:
o$1 million will be awarded for an ad that scores the No. 1 spot on the USA
TODAY Ad Meter
o$600,000 will be awarded for an ad that scores the No. 2 spot on the USA
TODAY Ad Meter
o$400,000 will be awarded for an ad that scores the No. 3 spot on the USA
TODAY Ad Meter
Created in 1989, USA TODAY's Ad Meter has been regarded as the most
influential Super Bowl ad rating in the advertising industry. USA TODAY Ad
Meter does not sponsor and is not affiliated with the contest.
PepsiCo's relationship with the NFL is among the company's longest running and
most successful sports sponsorships. PepsiCo leverages its partnership with
the NFL to connect with consumers throughout the season, culminating at the
Super Bowl with exciting activations by the company's largest food and
beverage brands. Examples include:
oPepsi will sponsor theSuper Bowl XLVII Halftime Showin New Orleans
featuring global music icon Beyoncé on February 3, 2013, bringing Pepsi's
signature style of consumer engagement to pop culture's biggest stage.
oThe nationalPepsi NFL Anthems program brought to life original anthems
for seven iconic NFL teams and featured some of today's most talented
musical artists and players.
oTheNFL PLAY 60 Super Bowl Contestpresented by Quaker is offering
once-in-a-lifetime prizes to inspiring kids who make eating right and
physical fitness a priority, with one grand prize winner selected to go to
Super Bowl XLVII and run the game ball onto the field.
oGatorade and the Gatorade Sports Science Institute have been working
closely with 11 NFL rookies this year to help guide their fueling plans
and help improve performance, with each rookie's story documented in a web
series called "Everything to Prove"onNFL.com.
oSince 1983, Gatorade has partnered with the NFL to fuel its athletes
across all 32 teams. For Super Bowl XLVII, Gatorade will fuel the two
competing teams with a highly-visible sidelines presence as well as a fuel
presence in the locker rooms and training facilities.
oThrough thePepsi MAX NFL Rookie of the Weekprogram, fans vote for a
stand-out Rookie each week of the 2012 NFL regular season and finalists
throughout the month of January, leading up to the announcement of the
Pepsi MAX NFL Rookie of the Year in New Orleans the night before the Super
oAll season long, the"Make Your Game Day Official"promotion gives
consumers who capture Frito-Lay snacks and Pepsi beverages together a
chance to win official NFL prizes, including a trip to Super Bowl XLVII.
oNFL and Super Bowl-branded Pepsi packaging, national product displays with
Pepsi, Frito-Lay, Quaker and Gatorade, and local New Orleans-themed
point-of-sale materials engage fans in the marketplace.
Doritos tortilla chips is one of the billion-dollar brands that make up
Frito-Lay North America, the $13 billion convenient foods business unit of
PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. To learn more
about the Doritos brand, visit its website at www.doritos.com or on Twitter at
www.twitter.com/DoritosUSA or on Facebook at
PepsiCo is a global food and beverage leader with net revenues of more than
$65 billion and a product portfolio that includes 22 brands that generate more
than $1 billion each in annual retail sales. Our main businesses – Quaker,
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable
foods and beverages that are loved throughout the world. PepsiCo's people are
united by our unique commitment to sustainable growth by investing in a
healthier future for people and our planet, which we believe also means a more
successful future for PepsiCo. We call this commitment Performance with
Purpose: PepsiCo's promise to provide a wide range of foods and beverages for
local tastes; to find innovative ways to minimize our impact on the
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provide a great workplace for our associates; and to respect, support and
invest in the local communities where we operate. For more information, please
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SOURCE Frito-Lay North America
Contact: Chris Kuechenmeister, Frito-Lay, +1-972-334-2044,
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