Even when it doesn't involve cockroaches and death, competitive eating is sort of gross. That may explain why food marketers are sometimes reluctant to get involved with it (Nathan's hot dogs and Pepto-Bismol notwithstanding). But Jell-O, which has become quite the playfully experimental brand with ad agency Crispin Porter + Bogusky, is going whole hog with its new Jell-O Pudding Prix campaign. The brand invited five of Major League Eating's top competitors to wolf down Jell-O Chocolate Pudding on camera, and is urging you at home to do the same—and challenge the pros by sending in your own videos. (Yes, Major League Eating is a thing.) Three videos have been posted so far, with only "Megatoad" and "Deep-Fried Diva" still to come. And the clips are, as expected, sort of gross. They're also super low-fi, which adds to the mildly trashy vibe. (Just wait for the consumer entries.) CP+B has done some great social-media stuff for Jell-O Pudding, including the Pudding Face Mood Meter on Twitter and the related outdoor billboard. This new work, though—less appetizing.