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Jamie Barrett, creative director at Goodby, Silverstein & Partners, has worked on many high-profile campaigns over the course of his 20-year career, but has never had one of his spots air on the Super Bowl. Next year, one of his clients, Doritos, will debut a commercial on the big game, but Barrett and his creative team aren’t creating it. Instead, Frito-Lay is having consumers submit homemade videos for consideration and, once the five finalists are posted to Yahoo Video, will allow the public to vote on which should win.

Also in the market for consumer-generated Super Bowl ads: Chevrolet and, as of last week, the National Football League.

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