Lonely Island Joins Doritos’ Crash the Super Bowl Contest

Consumers vs. comedians for 2012

Doritos is well known for its Crash the Super Bowl ad competition, which lets consumers square off against Madison Avenue. They're taking it a step further in 2012. A consumer-created spot will air alongside a spot made by The Lonely Island—the comedy troupe of Akiva Schaffer, Jorma Taccone, and Andy Samberg—during next year's game. If the consumer spot tops the USA Today Ad Meter, the creator will get $1 million and the chance to work with The Lonely Island on a future project. If the comedians win, they will donate the prize money to charity. Hopefully they won't pat themselves on the back about it quite as hard as Doritos does with this contest—all their talk about how generous they're being in a rough economy really deflates the gesture. Still, if you have an expiring Internet meme or some wacky violence that could work as an ad, now's the time to start filming. Just stay away from death and caskets.

adfreakdk@gmail.com David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.