NEW YORK – Doritos is upping the prize for its annual Crash the Super Bowl contest, bringing in Michael Bay, a big-name movie director who is no stranger to crashes himself.
The Frito Lay snack chip brands seventh annual contest allows viewers to submit their own Doritos commercials. Fans vote on their favorites to appear during the big game.
If the ads score well on the USA Today Ad Meter, which measures the popularity of Super Bowl commercials, contestants win cash prizes of up to $1 million.
But this time, winners will also get the chance to work with Bay.