Doritos Brand Enlists Ali Landry To Reveal Five Consumer-Created Commercials Vying For Super Bowl Air Time, $1 Million Bonus And Grand Prize To Work With Director Michael Bay

Fri Jan 4, 2013 7:00am EST

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Celebrating 15 years as iconic 'Doritos Girl,' Ali Landry Unveils Finalists on
Doritos Facebook Page; Fans Can Vote for Their Favorite Spot from January 4 to
January 29
PLANO, Texas,  Jan. 4, 2013  /PRNewswire/ -- Iconic "Doritos Girl"  Ali Landry,
who rose to fame 15 years ago by starring in a Doritos Super Bowl ad, reunited
with the Doritos brand once again last night when she announced the five
finalists for this year's Doritos Crash the Super Bowl contest. Selected out of
thousands of entrants, the five finalists will now compete for the chance to
have their ads air during the Super Bowl XLVII broadcast on  Feb. 3, 2013  on
CBS. Two ads will air - one selected by America's votes and one by the Doritos
brand team. The finalist whose ad scores highest on the  USA  TODAY  Ad Meter
rankings will be awarded the career-changing opportunity to work with acclaimed
film director  Michael Bay  on the next installment of the blockbuster
"Transformers" movie franchise, along with a shot at a  $1 million  bonus. This
marks the seventh year in a row consumers have created Super Bowl ads for
Doritos, one of the flagship brands from PepsiCo's Frito-Lay division.

(Photo:  http://photos.prnewswire.com/prnh/20130104/LA36849)

Landry launched her acting career on the heels of her eye-catching performance
in the 1998 Doritos Super Bowl ad titled "Laundromat." Following her success on
the Super Bowl stage, she achieved recurring roles on popular television shows,
including "Felicity," "Two Guys and a Girl," "Sunset Beach," and "Popular," in
addition to three seasons on the hit UPN network series "Eve." She also earned a
number of hosting credits including the music-talk show "Farm Club.com," NBC's
"Spy TV," and "Full Frontal Fashion" on WE. Landry visited a Laundromat like the
one that helped propel her career to celebrate the 15th  anniversary of her
iconic Super Bowl commercial and announce this year's five Crash the Super Bowl
finalists. The video announcement is available on the Doritos Facebook Page
(www.facebook.com/DoritosUSA).  

"In 1998 little did I know that my participation in a Doritos Super Bowl
commercial would change the rest of my life," said Landry, who will be in the 
Los Angeles  area today casting her vote in the contest and greeting fans. "As I
celebrate 15 years as the 'Doritos Girl,' I couldn't be more excited to partner
with the Doritos brand to announce the five finalists vying for a life-changing
opportunity like the one I had."

The five Crash the Super Bowl finalist ads (in alphabetical order by finalist
last name) are:

* "Goat 4 Sale" by  Ben Callner
* "Road Chip" by  Tyler Dixon
* "Fashionista Daddy" by  Mark Freiburger
* "Express Checkout" by  Sasha Shemirani
* "Fetch" by  Joe Taranto

Doritos fans can vote each day for their favorite Doritos commercial on the
Doritos Crash the Super Bowl-branded app on the Doritos Facebook Page
(http://www.facebook.com/DoritosUSA) and/or on the Facebook mobile app from 
January 4 to January 29.  

Star power is the theme of this year's contest. In addition to sharing the same
Super Bowl spotlight as Landry, this year's grand prize winner will also get the
chance to work with Bay on the next installment of the "Transformers" movie
franchise from Paramount Pictures and Hasbro, set to be released on  June 27,
2014. As one of  Hollywood's boldest and most bankable feature film directors,
Bay's repertoire includes such blockbuster hits as the "Transformers" franchise,
"Armageddon," "Pearl Harbor," "Bad Boys" and "The Rock."  Bay's films combined
have grossed  $5.4 billion  in worldwide ticket sales, and his most recent hit,
"Transformers: Dark of the Moon," ranks as the fifth-highest grossing movie of
all time, earning  $1.2 billion  at the box office.  

"Similar to the opportunity Crash the Super Bowl provides to aspiring
filmmakers, I also got my first big break creating ads," said Bay, who began his
career as a creative force in the advertising world, winning many of the
industry's top accolades, including being honored as "Commercial Director of the
Year" by the Directors Guild of America at the young age of 27. "I am truly
impressed with all five of these Doritos spots and excited to work with one of
the creators as they make a name for themselves in  Hollywood."

"Every year, we're simply overwhelmed with the quality, creativity and talent
behind our fans' ads," said Ram Krishnan, vice president of marketing, 
Frito-Lay North America. "This year is no different. Each of these five
finalists brought their A-game to the contest, and we can't wait to see what
happens when we get to the Super Bowl."

Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have
consistently ranked within the top-five spots of the  USA  TODAY  Ad Meter, and
three of the last four years they have scored the No. 1 ranking.

Each of the five finalists win  $25,000  and a trip to  New Orleans  to attend
Super Bowl XLVII in a private luxury suite at the game, where they will tune in
to learn for the first time which of their Doritos ads will compete for the top
spot in the  USA  TODAY  Ad Meter before a worldwide audience. Bonus prizing
will be awarded, based on how each ad ranks on the  USA  TODAY  Ad Meter:

* $1 million  will be awarded for an ad that scores the No. 1 spot on the  USA 
TODAY  Ad Meter   
* $600,000  will be awarded for an ad that scores the No. 2 spot on the  USA 
TODAY  Ad Meter   
* $400,000  will be awarded for an ad that scores the No. 3 spot on the  USA 
TODAY  Ad Meter

Created in 1989,  USA  TODAY's Ad Meter has been regarded as the most
influential Super Bowl ad rating in the advertising industry.  USA  TODAY  Ad
Meter does not sponsor and is not affiliated with the contest.

PepsiCo's relationship with the NFL is among the company's longest running and
most successful sports sponsorships. PepsiCo leverages its partnership with the
NFL to connect with consumers throughout the season, culminating at the Super
Bowl with exciting activations by the company's largest food and beverage
brands. Examples include:

* Pepsi will sponsor the Super Bowl XLVII Halftime Show in  New Orleans 
featuring global music icon Beyoncé on  February 3, 2013, bringing Pepsi's
signature style of consumer engagement to pop culture's biggest stage.   
* The national Pepsi NFL Anthems  program brought to life original anthems for
seven iconic NFL teams and featured some of today's most talented musical
artists and players.  
* The NFL PLAY 60 Super Bowl Contest presented by Quaker is offering
once-in-a-lifetime prizes to inspiring kids who make eating right and physical
fitness a priority, with one grand prize winner selected to go to Super Bowl
XLVII and run the game ball onto the field.  
* Gatorade and the Gatorade Sports Science Institute have been working closely
with 11 NFL rookies this year to help guide their fueling plans and help improve
performance, with each rookie's story documented in a web series called 
"Everything to Prove" on NFL.com.    
* Since 1983, Gatorade has partnered with the NFL to fuel its athletes across
all 32 teams. For Super Bowl XLVII, Gatorade will fuel the two competing teams
with a highly-visible sidelines presence as well as a fuel presence in the
locker rooms and training facilities.  
* Through the Pepsi MAX NFL Rookie of the Week program, fans vote for a
stand-out Rookie each week of the 2012 NFL regular season and finalists
throughout the month of January, leading up to the announcement of the Pepsi MAX
NFL Rookie of the Year in  New Orleans  the night before the Super Bowl.  
* All season long, the "Make Your Game Day Official" promotion gives consumers
who capture Frito-Lay snacks and Pepsi beverages together a chance to win
official NFL prizes, including a trip to Super Bowl XLVII.  
* NFL and Super Bowl-branded Pepsi packaging, national product displays with
Pepsi, Frito-Lay, Quaker and Gatorade, and local  New Orleans-themed
point-of-sale materials engage fans in the marketplace.

About Doritos
Doritos tortilla chips is one of the billion-dollar brands that make up 
Frito-Lay North America, the  $13 billion  convenient foods business unit of
PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  To learn more
about the Doritos brand, visit its website at  www.doritos.com  or on Twitter at
 www.twitter.com/DoritosUSA  or on Facebook at 
http://www.facebook.com/DoritosUSA.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than  $65
billion  and a product portfolio that includes 22 brands that generate more than
 $1 billion  each in annual retail sales. Our main businesses - Quaker,
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola - make hundreds of enjoyable foods
and beverages that are loved throughout the world. PepsiCo's people are united
by our unique commitment to sustainable growth by investing in a healthier
future for people and our planet, which we believe also means a more successful
future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's
promise to provide a wide range of foods and beverages for local tastes; to find
innovative ways to minimize our impact on the environment by conserving energy
and water and reducing packaging volume; to provide a great workplace for our
associates; and to respect, support and invest in the local communities where we
operate. For more information, please visit  www.pepsico.com.

Follow PepsiCo:

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© 2013 NFL Properties LLC. All NFL-related trademarks are trademarks of the
National Football League.

HASBRO, TRANSFORMERS and all related characters are trademarks of Hasbro.    

© 2012 Hasbro.  All Rights Reserved.

SOURCE   Frito-Lay North America


Chris Kuechenmeister, Frito-Lay, +1-972-334-2044,
Chris.Kuechenmeister@pepsico.com
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