Well, if you are in the marketing business the Super Bowl is basically your, well, “Super Bowl.” If you can manage to get one of your ideas to show during a commercial break in the big game, then you can call yourself a champion. Doritos takes that one step further and allows any one of us, marketing gurus or not, to be crowned the winner. For the past few years Doritos has sponsored a contest asking people to create their own Doritos commercial. The pool gets narrowed down to five finalists -who all win a large chunk of change- and then two are picked as winners, one by public vote and one by the Doritos team. The lucky winner of the public vote this year could win $1 million dollars and a chance to work with Michael Bay on Transformers 4 if his/her spot is picked first on the USA Today AdMeter. As we gear up for this year's contest, let's take a look at the past winners.
The Man Trap, Doritos Super Bowl Spot (2008)
I'm not a big fan of this one. I think it would have been funnier if the guy sets up the mousetrap, sits in the chair and finishes off the whole bag while he was waiting for the mouse. Then, he eyes up the chip he put in the trap and goes over to it, carefully tries to extract it, and WHAM!
Snacks vs. Romance, Doritos Super Bowl Spot (2009)
I like the concept with this one, but not the execution. The mini bag bra thing is just weird and then when she starts to swing them back and forth it just gets silly. And why would she be cool with sitting on the sofa letting him eat chips from the bag? I'm going to chalk this one up to sex appeal failure. It may work in a lot of ads, but not this one.
Hands Off My Momma, Doritos Super Bowl Spot (2010)
Now this one I love! The kid makes this commercial gold. I can't be completely sure, but I think after this spot came out the phrase, "Keep yo hands off my Momma" was used a lot.
A Cheesy Fiend, Doritos Super Bowl Spot (2011)
This one is right down the middle for me. I like it, but I don't love it. The concept and execution are both good, but it just doesn't make me laugh out loud.
Baby Catapult, Doritos Super Bowl Spot (2012)
I remember seeing this spot a lot last year after the Super Bowl was over. Maybe it just got overplayed, but I don't really like this one either. It was predictable within the first few seconds and none of the characters or action turned out to be all that funny.
My favorite, by far, from the last five years is “Hands off My Momma.” Let's see if 2013's winner can leave a lasting impression and top that child star.