Doritos offers consumers chance to create new ad
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Doritos is launching a new user-generated advertising campaign called ’King of Ads’, encouraging anyone with a video camera to create the next big Doritos TV ad and win up to £200,000.
Source: Ketchup
The crowdsourcing ad, which breaks today (16 February) will encourage users to come up with ideas and film them on a video camera to create a 29 second commercial to be uploaded online.
The makers of the Top 15 adverts will then be invited to pitch their Doritos TV ad to a panel of specially selected experts, which includes Bafta award-winning actor, director, and screenwriter Noel Clarke, TV and radio presenter Lauren Laverne and ad director David Shane.
The top three ads, as selected by the panel, will then be put to the public vote to decide whom the true King of Ads is.
The winning ad director will win £100,000 and will win an extra £1 for every vote they receive up to an additional £100,000.
The advert will be aired across British national television from 12 June to 11 July.
Pete Charles, marketing manager, Doritos, says: “This is an incredible opportunity for anyone wanting to make a name for themselves in the world of advertising or earn a life changing amount of money. In true Doritos style your adverts can be as bold, leftfield or as funny as you make them - good luck!”
The Doritos King of Ads competition opens to entrants on the 16 February and closes 30 April. Voting for the favourite ads opens from 29 May and closes on 10 June.
Agencies working on the product include AMV.BBDO, OMD, Initials and Frank PR.
Other companies to have taken a similar approach include Unilever’s Peperami, Samsung and T-Mobile
Readers' comments (6)
Manik Kinra | Tue, 16 Feb 2010 3:37 am
Interesting to see big brands like Samsung, Doritos and others going to crowd to generate innovative ideas.
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Anonymous | Tue, 16 Feb 2010 12:29 pm
Brilliant Idea! I love doritos, I think I may enter myself!
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Anonymous | Tue, 23 Feb 2010 11:55 am
King of AD? What if a female wins? I think they should change it to the Queen of ADs if that does happen.
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Anonymous | Fri, 5 Mar 2010 12:17 pm
i really want to enter but it doesnt say where to send your video????
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Anonymous | Fri, 5 Mar 2010 4:42 pm
It's a low risk strategy as with this kind of prize money the finalists will include a good number of professional production companies. In other words, it's the money they would have paid them anyway.
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Jason Fairley | Mon, 12 Apr 2010 12:32 pm
I think these competitions are a great idea. They stimulate people to pick up a camera and make a film, which in my book is a good thing. Also interesting for a competition like this: they've made a number of music tracks available for inclusion in the ads. We, for one, would not have been able to shoot our ad and record a music track in the few weeks we had to make our "MAN Vs. CHILLI" entry: http://www.jasonfairley.com/blog/man-vs-chilli.html Had a fantastic time making it and we're very happy with the result.
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