Doritos Brand Takes Crash the Super Bowl Contest Global - Inviting Fans Worldwide to Create Ads for $1 Million Grand Prize

Doritos Brand Takes Crash the Super Bowl Contest Global - Inviting Fans 
Worldwide to Create Ads for $1 Million Grand Prize 
Two Finalists Will Win the Chance to Work with Marvel Studios on the Set of 
the Highly Anticipated Movie "Marvel's Avengers: Age of Ultron" 
PLANO, TX, Sept. 12, 2013 /CNW/ - Marking one of the boldest Super Bowl 
advertising announcements to date, the Doritos brand today revealed that its 
Crash the Super Bowl contest — where consumers compete to have their own 
Doritos ads air in front of a television audience of millions — will be open 
to fans around the world. As part of this year's contest, two lucky winners 
will see their ads air during Super Bowl XLVIII, the pinnacle of television 
advertising. The creators of the two finalist ads will each win the 
opportunity to work with Marvel Studios on the set of "Marvel's Avengers: Age 
of Ultron," the highly anticipated sequel to the 2012 blockbuster "Marvel's 
The Avengers," which became the third-highest-grossing movie of all time 
worldwide. The creator of the ad that receives the most fan votes will also 
win $1 million in prize money. This marks the first time Doritos, one of the 
flagship brands from PepsiCo's Frito-Lay division, has guaranteed a cash prize 
of this magnitude. More details are available at 
Since 2007, the annual Crash the Super Bowl contest has invited U.S. consumers 
to create and submit 30-second homemade ads celebrating their love of Doritos 
tortilla chips. For this year's contest, adults from anywhere in the world 
where Doritos tortilla chips are sold can compete. A qualified panel of 
judges, including executives from the Doritos brand, advertising professionals 
and the legendary Stan Lee of Pow! Entertainment — chairman emeritus of 
Marvel Studios and creator of such Super Heroes as Iron Man™, Spider-Man™ 
and others — will select five finalist ads. From there, the world will be 
invited to vote for their favorite. 
Ultimately, two spots will air during the Super Bowl broadcast — one will be 
selected by fan votes on and the other by the Doritos brand. 
The creators of both winning ads will receive the opportunity to work on the 
set of "Marvel's Avengers: Age of Ultron" and the ad with the highest total 
number of votes will win its creator the $1 million grand prize. The runner-up 
will receive $50,000. 
"Incredible content has no geographical boundaries," said Ann Mukherjee, 
senior vice president and chief marketing officer, PepsiCo's Frito-Lay 
division. "As a brand that spans 46 countries on six continents, we know 
firsthand that regardless of where our fans are located, they are all about 
seizing the moment and making an impact in the boldest way possible. With 
Crash the Super Bowl, we're now delivering an unprecedented opportunity for 
fans around the globe to share their talent and creativity on one of the 
world's largest advertising stages." 
Since Crash the Super Bowl was first introduced, the Doritos brand has seen 
consumers create more than 20,000 ad submissions with the winning spots 
consistently ranking among the most memorable and buzzed-about Super Bowl 
commercials. As a result, the creators of these top-ranked winning ads have 
been awarded millions of dollars in grand prize money and have gone on to 
receive commercial work, Hollywood representation and other life-changing 
This year's winners will have the career-altering opportunity to work with 
Marvel Studios on the set of "Marvel's Avengers: Age of Ultron." Marvel 
Studios, a division of Marvel Entertainment, produces movies based on the 
world's most prominent and iconic comic books. With a library of more than 
8,000 characters, Marvel Studios has created such blockbuster film franchises 
as Marvel's "Iron Man," "The Incredible Hulk," "Thor," "Captain America," and 
"Marvel's The Avengers." Marvel Entertainment is a wholly owned subsidiary of 
The Walt Disney Company. 
"Marvel's core talent is to create unique characters, tell intriguing stories 
and engage audiences in the boldest ways possible, which is what the Crash the 
Super Bowl contest does for Doritos fans and makes this collaboration so 
powerful," said Stan Lee. "The winners of this contest will have the 
incredible opportunity to not only see their work broadcast to millions on the 
Super Bowl, but also become a part of the Marvel family and work with some of 
the most dynamic talents in the entertainment industry today." 
The worldwide expansion of the Crash the Super Bowl contest comes as the 
filmmaking community continues to build its global footprint, with aspiring 
directors and artists around the world seeking opportunities to break into the 
entertainment business and make their mark. In the last decade alone, total 
box office spending has risen by one-third in North America while more than 
doubling in other parts of the world(1). And with top-ranked film schools 
located in cities, such as Beijing, Sydney, Munich and Prague, an abundance of 
cinematic talent is coming from every corner of the globe. 
Each of the five Crash the Super Bowl finalists will win an invitation to 
Rutherford, N.J., to attend Super Bowl XLVIII and watch the game from a 
private luxury suite, where they will tune in to learn which finalist ads will 
air for the world's attention. The three finalists whose commercials don't air 
during the broadcast will each win $25,000. The Super Bowl XLVIII broadcast is 
set for Sunday, Feb. 2, 2014, on FOX. 
As one of the leading snack brands in the world, Doritos has a presence in 46 
countries and six continents. With flavors ranging from Nacho Cheese and Cool 
Ranch to Sweet Chili Pepper and Tangy Cheese, the worldwide Doritos portfolio 
currently offers more than 70 unique varieties. 
PepsiCo's relationship with the NFL is among the company's longest-running and 
most-successful sports sponsorships. PepsiCo will leverage its relationship 
with the NFL to connect with consumers throughout the season with activations 
spanning many of the company's largest food and beverage brands, including 
Pepsi, Tostitos, Quaker, Doritos and Gatorade. 
(1) IHS Screen Digest, 2011 
About Marvel Entertainment 
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney 
Company, is one of the world's most prominent character-based entertainment 
companies, built on a proven library of over 8,000 characters featured in a 
variety of media over seventy years.Marvel utilizes its character franchises 
in entertainment, licensing and publishing.For more information visit 
About Doritos 
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 or on Twitter at or on Facebook at 
About PepsiCo 
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 from 
treats to healthy eats; to find innovative ways to minimize our impact on the 
environment by conserving energy and water and reducing packaging volume; to 
provide a great workplace for our associates; and to respect, support and 
invest in the local communities where we operate. For more information, 
please visit 
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Contact: Chris Kuechenmeister Frito-Lay 972-334-2044 office 
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