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The next Doritos Super Bowl ad winner could get a chance to work with Andy Samberg, left, shown here with Justin Timberlake in their notorious skit about a box.
By Marisa Taylor
The cost of Super Bowl advertising is notoriously steep, and the next episode Feb. 5 looks to be no different despite the weak economy. Initial estimates have attached a?$3.5 million price tag to each 30-second snippet of advertising for the 2012 game, up from $3 million for Super Bowl XLV,?according to Business Insider.
But for a few lucky creative types, the ticket to a little Super Bowl airtime could be dirt-cheap ? and it will come with the opportunity to collaborate on a future project with ?Saturday Night Live? comedian Andy Samberg.
PepsiCo?s Doritos chip brand this week rolled out the sixth annual installment of its ?Crash the Super Bowl? contest, in which users create their own 30-second Doritos ads and compete for the chance to see them air during Super Bowl XLVI. If the spot proves to be the game's most popular, the creators will walk away with a hefty $1 million prize.
This time around, the winning ticket also includes the chance for a big break in Hollywood. Doritos said the creator of the most popular ad as determined by the USA Today Ad Meter will also be given the chance to join forces on a to-be-determined Doritos TV project with entertainment group The Lonely Island.
Tony Matta, vice president of marketing for Frito-Lay North America, said the idea was hatched after last year?s ?Crash the Super Bowl? contestants said that more than the cash prize,what they really wanted was the chance to break into the entertainment business and get access to ?that opportunity, which is something that money can?t buy.?
The Lonely Island, made up of Samberg, Akiva Schaffer and Jorma Taccone, is best known for its uproarious digital shorts, including the Grammy-nominated ?I?m On A Boat,??and its popular collaborations with Justin Timberlake. The trio, which started writing and performing together during middle school, rose to popularity largely from online exposure on YouTube.
?This was really a way for us to ratchet up the program,? said Matta. ?When you think about The Lonely Island and what these guys represent, as three guys breaking into the entertainment business, their success hasn?t necessarily been manufactured. It?s been a grassroots movement starting in the digital realm.?
The Lonely Island will also create its own 30-second Doritos spot for the contest, and if the USA Today Ad Meter deems its ad most popular, the group has pledged to give the $1 million cash prize to the Berkeley Unified School District in Berkeley, Calif., where the trio attended school.
Companies have reaped the benefits of user-generated advertising content for a few years now as a cheap way to stir up buzz for a brand, and the Doritos contest is no different ? the 5,600 entries submitted in last year?s contest generated 22 million online views.
While past contest winners haven?t necessarily gone on to launch the kind of wildly successful careers that The Lonely Island has, the 2010 winners, JR Burningham and Tess Ortbals, did get signed by Creative Artists Agency to do future film directing projects.
The pair spent $500 on their spot, a commercial called "Pug Attack," and walked away with the $1 million prize.
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