Opening advertising to ordinary consumers seemed to promise new creative approaches, but the ninth year of Doritos’ “Crash the Super Bowl” user-generated-ad contest is confirming again that formula has its hold on all of us.
If the ads seem rather formulaic, it's because there is proof that the slapstick approach works for the crisps brand.
The 10 finalists in this year’s go-round, which were revealed on Monday, feature an unsurprising mix of sight gags, babies and animals.
This year’s finalist ads were selected from nearly 4,900 submissions representing 29 countries. Two of the ads will air during the Feb. 1 game, including one selected by fan votes and another one that Doritos will pick.
Below are some of the finalists. You can view them all here.
“The Lemonade Stand” by David Horowitz, United States
“When Pigs Fly” by Graham Talbot, Canada
“Doritos Angler” by James Bedford, United Kingdom
This story was published by AdAge and can be viewed in full here.