Doritos is making a very different play this year to promote its appearance at the Super Bowl.
As part of its "Crash the Super Bowl" campaign, the snack brand has turned to Elizabeth Banks, who is currently directing "Pitch Perfect 2" for Universal Pictures, to serve as a judge and work with the winner of the contest during the production of the sequel.
Banks is among a panel of judges who will determine the 10 finalists. Consumers will then choose the winning spot that Doritos will air during "Super Bowl XLIX," on Feb. 1, 2015, on NBC, by voting at Doritos' website. Doritos executives will choose a second spot that also will air during the Big Game.
In addition to a $1 million grand prize, the individual who gets the most votes for their "Crash" ad will get a chance to work as a contractor for a full year on the Universal studio lot. The number of finalists double last year's contest.
This will be only the second time the voting process has been open to consumers.
With Banks, Doritos is clearly targeting the Super Bowl's growing female audience -- and rightfully so, considering that women make up 46% of the Big Game's audience, according to Nielsen. In fact, more women watch the Super Bowl than the Oscars, Grammys and Emmys combined, the company said.
They're also more vocal about the commercials that play during the game with 30% of the nearly 21 million Super Bowl related tweets sent this year about the ads coming from women.
Banks also appears in "Pitch Perfect 2," a sequel to the breakout musical comedy that stars Anna Kendrick, Rebel Wilson, Hailee Steinfeld, Anna Camp, Brittany Snow, Skyler Astin and Ben Platt. Produced for $17 million, it went on to earn $113 million in 2012 for Universal.
The sequel bows May 15, 2015.
"The Doritos Crash the Super Bowl contest is such an exciting program because it gives aspiring filmmakers around the world an opportunity to break into the entertainment industry," said Banks, who will next be seen in "The Hunger Games: Mockingjay -- Part 1." "Making my directorial debut with 'Pitch Perfect 2' is a dream-come-true for me, and Universal is the studio giving me that shot. I love that Universal and Doritos are also taking a chance on a talented fan, opening doors that could catapult this year's Crash winner to the big time and change his or her life."
Doritos will start accepting submissions on Sept. 12, and stop Nov. 9. Each spot must be 30-seconds long and celebrate the love of Doritos tortilla chips. The eight finalists whose commercials don't air during the broadcast will each win $25,000.
The two ads that won last year were "Time Machine" and "Cowboy Kid."
"For nearly a decade, we've turned over our Super Bowl air time to our fans, and every year, our fans have brought an unprecedented level of talent and creativity to the contest," said Ann Mukherjee, senior VP and chief marketing officer, PepsiCo's Frito-Lay division.
Last year's contest generated 5,400 submissions from 30 countries, and 27,000 overall since the contest was first introduced in 2006.
© 2014 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLC
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