Fans Crash This Brand’s Super Bowl Ad (Again)

Doritos brings back "Crash the Super Bowl" ad campaign

When it comes to Super Bowl advertising, few are as iconic as Doritos' “Crash the Super Bowl” competition. In 2006, Doritos invited fans to create their own commercials for a chance to see their ad aired during one of the biggest TV events of the year. Over the next ten years, the campaign continued and not only revolutionized the way brands approached user-generated content, but also cemented Doritos as a brand that truly understood its audience—bold, playful, and always ready to take risks.

The Magic of User-Generated Content

The “Crash the Super Bowl” campaign wasn’t just about ads; it was about creating a community. It allowed everyday people—from aspiring filmmakers to amateur directors—to submit their ideas and compete on the biggest stage possible. This user-generated content (UGC) model was groundbreaking at the time, as it blurred the lines between brand and consumer. People weren’t just buying Doritos; they were actively participating in the brand’s story.

What made this campaign truly unique was its authenticity. Each ad felt like a piece of real, unpolished creativity. The commercials ranged from hilarious to heartwarming, goofy to downright bizarre—but they all had one thing in common: they were genuine. Fans weren’t trying to replicate the polished, high-budget ads of big brands—they were showing up with their own style, ideas, and humor. This personal touch was a big part of why the campaign resonated so strongly with audiences.

Iconic Moments and Memorable Ads

Over the years, the “Crash the Super Bowl” contest produced some seriously memorable moments. Who could forget the 2007 commercial featuring a man trying to use Doritos to revive a beloved pet hamster? Or the 2010 ad where a group of friends battles it out for the last bag of Doritos in the most epic (and hilarious) way possible? These moments captured the spirit of fun and the irreverence that defined the Doritos brand.

One of the most notable success stories from the campaign was “Time Machine” (2012). This fan-created ad, which showed a young boy using a Doritos-powered time machine to prevent his older self from eating his chips, became a viral sensation. It was not only the winner of the 2012 “Crash the Super Bowl” contest, but it also earned praise for its clever storytelling, strong emotional appeal, and perfect timing.

Other notable entries included “The Power of the Crunch” (2007), a hilarious, over-the-top commercial about the power of Doritos to create explosive results, and “Cowboy Kid” (2008), where a young boy goes to heroic lengths to defend his Doritos.

Making a Comeback

After a decade of fan-driven creativity, Doritos officially ended the “Crash the Super Bowl” campaign in 2016. Since then, brands have learned to leverage UGC and social media to engage customers in a way that feels authentic and participatory. Perhaps that’s why Doritos announced it was bringing the campaign back for 2025 Super Bowl, marking its triumphant return to the adverting world after going dark for ten years.

Why "Crash the Super Bowl" Will Always Be a Classic

Doritos’ “Crash the Super Bowl” campaign became a cultural phenomenon, embodying the creativity and playfulness of both the brand and its consumers. The contest wasn’t just a marketing strategy; it was a celebration of boldness, humor, and creativity.

By giving their audience the chance to contribute directly to the Super Bowl advertising scene, Doritos established a unique connection with their fans. The campaign proved that advertising could be more than just a one-way street; it could be a collaborative, participatory experience that makes everyone feel like they’re part of something bigger.

The success of “Crash the Super Bowl” lies in its simplicity: it gave people a chance to be part of something huge. And in the world of marketing, that’s a legacy worth celebrating.

Learn more and vote for your favorite ad at doritoscrash.com.