Doritos aims for Superbowl magic to rub off on Australia

Snack brand Doritos is aiming to repeat the success of its acclaimed US user generated content campaign in Australia.  

The chip company is regularly cited as having created one of the few truly successful efforts to engage the public in making advertising for the brand when it offered the chance to have the best work showcased during the 2007 Superbowl and win a million dollars.

Two years on, the company is attempting to do the same in Australia – offering $20,000 in prize money plus having the ad aired on TV.

The campaign is being organised by Clemenger BBDO, with publicity carried out by sister agency Porter Novelli.

The competition, which launched over the weekend, runs until May. A spokesman for Doritos told Mumbrella this morning that there had already been more than 80 entries, and votes were coming in at more than 1000 a day.

The company said the leading contenders, which can be seen on YouTube, so far are:

  • Holy Doritos 268 votes
  • The History of Doritos 251 votes
  • God of Awesome 238 votes
  • D-orito Day 225 votes
  • Dorito Tree 220 votes
  • Party Guest 195 votes
  • Hor’ea the cleaner 106 votes

Finalists will be shortlisted by a jury made up of filmakers, Doritos representatives, plus Guy Rooke and Nic Hodges from Clemenger BBDO. The winner will then be the video from the ten that receives the most public votes via the Doritos site.

Meanwhile, Doritos is not the only chip brand in Australia currently running a competition to make ads for the brand. Samboy is also organising one.


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