Supercheap takes on Doritos creating its own Crash the Super Bowl campaign

By AdNews | 25 July 2014

Supercheap Auto has unashamedly ripped off Doritos hugely successful Crash the Super Bowl campaign which sees Doritos' fans every year called on to create their own 30 second ad with the hopes of it airing during the lucrative Super Bowl final.

The campaign which has been running since 2006 has attracted thousands of entries and is one of the largest video contests in the world, with this year's winner pocketing $1 million dollars and the opportunity to work on a Hollywood blockbuster.

This year's contest was even open to international entrants and saw an Australian creative team secure a place in the top five for its slightly creepy 'Finger Cleaner' ad.

While Doritos has experienced serious success with the 'create your own ad' campaign model, the history of the trend is much more mixed with Chevrolet giving it a try in 2006 and having less than rosy results.

The campaign which asked the public to create ads about the 2007 Chevrolet Tahoe was hijacked with environmentalists creating tag lines such as "Like this snowy wilderness? Better get your fill of it now. Then say hello to global warming."

Enter Supercheap Auto, who is hoping to go the way of Doritos rather than Chevrolet, calling on its fan base to create a 30 second ad for the slightly smaller prize of $20,000.

The company highlighted how it had been inspired by the success of the Doritos campaign.

The winning ad will then air during the Supercheap Auto Bathurst 1000.

Supercheap Auto is calling on some Australian household names to help bolster the campaign with Nova’s Fitzy and Wippa set to create their own commercial for the retail brand.

Supercheap Auto marketing manager David Bauer said: “Offering a level of broadcast exposure that is hard to come by, the initiative provides the perfect platform for anyone looking to make their break in the creative industries, or for those just looking to have some creative fun.”

Want to enter - find out more here.

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