Doritos will offer its fans the opportunity to create a Super Bowl ad for the sixth year in a row. This year, consumer submitted ads will air alongside one created by comedy trio The Lonely Island, which is made up of Samberg, Jorma Taccone and Akiva Schaffer (pictured). Whichever ad hits number one in USA Today's AdMeter gets a $1 million prize from Doritos. If The Lonely Island's spot wins, the prize money will be given to charity. Either way, the winner will get to work on a "Doritos project" in 2012 with the comedy troop.
You can submit your 30-second video to www.crashthesuperbowl.com/ between Oct. 3 and Nov. 21. Five finalists will be announced in January and one winner will be chosen from those five to air during the game.
The effort is smaller scale than last year, when PepsiMax, another brand from Doritos parent company PepsiCo also took part. Three consumer-generated ads aired during the game last year. Chris Kuechenmeister, a rep for Doritos, says this year's contest only includes one spot because fans see the contest as a stepping stone to a possible career in entertainment. "We took that to heart," says Kuechenmeister, "so we put the resources into creating this partnership with The Lonely Island."