Australia is hot stuff when it comes to a little thing called advertising, and now four of our own have made the cut for the Doritos Brand’s 10th and final Crash the Superbowl competition.
Sitting as the country with more semi-finalists than any other country outside of the States, the Aussies were among a record 50 contenders announced by Doritos this week, with Armand De Saint-Salvy among the Aussie contingency for a second time.
“It’s exciting and nerve wrecking to be a Crash the Superbowl Semi-Finalist,” he told B&T. “What’s nerve wrecking is knowing that only 3 make the finals. It’s a lottery.”
“Being a 2015 Crash The Superbowl finalist launched my TVC directing career and I’ve been blessed with a busy year at Photoplay Films. The market is so competitive that any opportunity to get exposure and industry recognition is priceless.”
Armand De Sainty-Salvy will get his second shot at top place after reaching the final stage last year with ‘Doritos Manchild’. This year, he went for a more ‘in-your-face’ approach.
“I looked at every Crash The Superbowl finalist spot from 2006 and every USA Today Ad Meter winner since 1991 to see if there was a “formula” for success,” he told B&T.
“Once I deciphered that, it was so mathematical that I couldn’t actually come up with an idea that met my own criteria so I thought, “fuck it, an old guy licking a young guy’s face is funny and gross, let’s just do that.”
Each semi-finalist is now in the running for the ultimate grand prize: having their ad aired during the Super Bowl, winning $1 million USD and the opportunity to collaborate with renowned director Zack Snyder while working with Warner Bros. Pictures and DC Entertainment.
In a change from previous comps, this year will see three finalists chosen and fans will be invited to vote for their favourite of those three advertisements. The commercial that receives the most fan votes will take the grand prize, and the two other finalists will each receive $100,000 USD and an opportunity to consult on an upcoming Doritos project.
“Judging by the response so far, this year’s Doritos Crash the Super Bowl promotion promises to be the biggest and best yet. Once again, it’s good to see a strong contingent from Australia this year with four semi-finalists. It’s a testament to the depth of creative talent we have down here,” PepsiCo Australia & New Zealand marketing director Jenni Hill said.
You can check out the other three homegrown boys making Australia proud here:
Peter Carstairs with “Ultrasound”
Thomas Price with “Dorito Moth”
Charles Ward with “The Fairy”
Australia has been previously well-represented in the competition comp, with Tom Noakes’ Finger Cleaner being the first international finalist in the comp’s history and racking up more than 4 million views on YouTube.