Ad Wins Chance To Work On A Blockbuster
February 5, 2013 by UPI - United Press International, Inc.
LOS ANGELES (UPI) — A Doritos Super Bowl commercial created by 29-year-old Mark Freiburger of Los Angeles won him a chance to work on the next Michael Bay blockbuster.
The commercial, called “Fashionista Daddy,” was one of thousands of submissions by consumers as part of a “Crash the Super Bowl” contest sponsored by Doritos, a brand of Frito-Lay North America, which is part of PepsiCo.
Doritos chose two of the submissions to air during the Super Bowl, which is arguably the premier television event of the year for advertisers.
After the game, “Fashionista Daddy,” came in at No. 4 on the USA Today Super Bowl Ad Meter. The other consumer-created ad Doritos aired was called “Goat 4 Sale.” That was ranked No. 7 on the USA Today ad meter.
The USA Today ad meter is not affiliated with the contest. Doritos, however, uses the top ranking to declare its winning ad.
Freiburger’s prize included $25,000 and a chance to work with Michael Bay on the fourth installment of the “Transformers” movie franchise, a Paramount Pictures and Hasbro production that is scheduled for a June 27, 2014, release.
“We are so excited to award Mark the chance to work with one of the most acclaimed directors of our time. It’s an exciting finish for one of the most exciting engagement programs the Doritos brand has created to date,” said Ram Krishnan, vice president of marketing, Frito-Lay North America.
With his ad reaching No. 4, Freiburger, 29, of Los Angeles, missed chances at bigger prizes. Doritos awards $1 million to creators of “Crash the Super Bowl” ads that end up ranked No. 1, $600,000 for a No. 2 ad and $400,000 for one that is rated third.