After Sitting Out a Year, Doritos Is Returning to the Super Bowl

Goodby, Silverstein & Partners will handle creative

Doritos is back in the Super Bowl after one year on the sidelines.

Longtime Super Bowl advertiser Doritos threw in the towel last year, deciding to sit out of the 2017 game and retire its long-running Crash the Super Bowl competition. After just one year away, the brand announced it will return in 2018.

The brand’s previous Super Bowl work created the popular Crash the Super Bowl contest—a decade-long competition where independent filmmakers could create and submit their own spots that they felt were worthy of running during the Super Bowl. After the brand narrowed the applications down to a few finalists, Doritos would let fans vote for their favorite spot. 2016 was the last year of the competition.

“We’ve had a tremendous run with the program. The Doritos brand sparked a marketing industry in terms of crowdsourcing. ‘Crash the Super Bowl’ has played a major role in legitimizing consumer content,” Jeff Klein, vice president of marketing at Frito-Lay, said at the time.

Over the year, the contest garnered some pretty big wins for the Frito-Lay brand on game day. The brand had a viral hit in 2016 with “Ultrasound,” a somewhat controversial spot that featured a pregnant woman and a hungry unborn baby. During the same year, another charming ad starred dogs in disguise on the hunt for some Doritos.

While the brand called on fans and filmmakers in the past for creative ideas and execution, Doritos is turning to Goodby, Silverstein & Partners to handle the creative for this year’s spot.

No other details about the creative were provided at this time.