Super Bowl and the Art of the Deal

This guy lost his job and now could win $1 million on Superbowl Sunday

Chris Capel spent eight years working at DreamWorks as an animator and then, last year, he got laid off. But now, he says maybe that layoff was a blessing in disguise, because it gave him time to go back to his original dream of directing films, which in turn led him to enter a contest, sponsored by Doritos, where he’s now a finalist and could win a $1-million prize and a job working on a major Hollywood movie shoot in London.

Capel is one of five finalists in a Doritos commercial competition called Crash the Super Bowl. His 30-second spot, “Office Thief,” and four others were chosen from among 4,000 submissions.

When it Comes Down to the Crunch – Doritos Knows

In the fall of 2006 Frito-Lay launched the first Crash the Super Bowl contest. Consumers were tasked with creating 30 second commercials for Doritos products.

1,065 American consumer-made ads and from those entries, five ads were selected as finalists. The director of each selected ad received a cash prize of $10,000 and a trip for two to Detroit during Super Bowl XLI .

In 2013, FritoLay announced that for the first time, the Crash the Super Bowl contest would be accepting international entries. Anyone who lived in a country where Doritos are sold could participate. Instead of awarding bonus prizes, FritoLay promised to air the commercial that won an online vote and pay the creator a one million dollar grand prize.

Of the five finalists, two will be aired during the Super Bowl on Feb. 2. First prize is based on a popular vote, and the winner gets a $1-million prize. Second place is chosen by Doritos, and the creator wins $50,000. Both first- and second-place winners will get to work on the shoot of The Avengers: Age of Ultron in London.

But here’s the evil twist: The five contestants all get flown to the Super Bowl, but they won’t be told in advance which two have won. They’ll have to wait and see, like everyone else.

Check out the other 4 Finalist




Author: Todd Marcotte
Lead Marketing Strategist

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