Doritos has revealed the finalists for its annual Crash the Super Bowl contest, naming three contenders for the coveted 30-second spot in this year's Big Game.
The three humorous ads—chosen from among 4,500 submissions from 28 countries—tell the same story: Everyone loves Doritos, and they'd do anything to get them. The finalists—"Ultrasound," "Doritos Dogs" and "Swipe for Doritos"—show that babies in the womb, dogs and men, respectively, will go to ridiculous lengths to get the chips.
For the last decade, Crash the Super Bowl has given creative hopefuls a chance to be part of advertising's biggest day of the year. In September, Doritos announced it would be ending the contest after this year's last hurrah.
The winner will receive $1 million and the chance to work with director Zack Snyder (300, Man of Steel and the upcoming Batman v Superman: Dawn of Justice), DC Comics and Warner Bros. on an upcoming project. The two finalists whose ads don't make it to air will score $100,000 each.
"We thought for our last 'Crash,' less finalists was more," said Jeff Klein, vp of marketing for Frito-Lay, in a statement. "It's the chance to laser-focus the spotlight on the very best of the best, and ensures all of our finalists walk away with truly life-changing opportunities."
The three finalists—two from the U.S. and one from Australia—won't know before the Big Game whether or not they won. They'll all be invited to watch Super Bowl 50 from a private suite in San Francisco's Levi's Stadium on Feb. 7 to find out.
"The Doritos brand created a whole industry around user-generated content," said Klein. "We were imitated but never replicated. We were the only brand willing to take this risk year after year. We had no safety net."
Check out the finalists below: