Doritos will air three user generated ads during the Super Bowl XLIV - contest opens today.

If you had a bad case of envy when you saw how Dave Herbert and his brother Joe turned $2,000 dollars into $1 Million dollars by winning the Doritos Super Bowl ad contest last year, here's your chance to give it a go. The Doritos brand will once again turn over complete control of its Super Bowl air time to consumers, but they are raising the stakes and airing three :30 second spots during the Super Bowl XLIV broadcast. Full release with details after the jump.

This year, participants can upload :30 commercials that share their love for Doritos tortilla chips to www.crashthesuperbowl.com beginning today through November 9, 2009 to be considered for one of the coveted spots that can change the lives of Doritos fans. To help entrants amp up their creative masterpieces, the site also houses a toolbox where Doritos logos, product shots, music and animations are available for download and use. In addition, Joe and Dave Herbert also will play a role in this year’s program, serving as “mentors” to contestants through a series of fun tutorial videos featured on the contest’s website.
“Doritos fans have shown they have the creativity and passion to compete at the highest level, and last year’s success proved that their incredible talent can shatter conventional limitations and boundaries,” said Ann Mukherjee, group vice president, marketing, Doritos. “We’ve had the honor of sharing our Super Bowl spotlight with some of our talented fans over the last few years, and our sincere hope is to once again provide a launching pad for more dreams to become reality.”
During the Super Bowl XLIII broadcast in February 2009, a homemade Doritos commercial entitled “Free Doritos,” made by Joe and Dave Herbert of Batesville, Ind. for less than $2,000, snagged the number-one spot on the USA TODAY Ad Meter, beating the seasoned ad pros that traditionally dominate the rankings. This marked the first time ever an amateur ad achieved such an accomplishment and a first top-ranking ad for the Doritos brand, which is a part of PepsiCo’s Frito-Lay division.
Six finalists’ ads will be announced in January 2010. Then it will be up to fans to vote for their favorite ads online and determine the three winning Doritos spots to air during the Super Bowl XLIV broadcast on February 7, 2010 on CBS. Each of the six finalists will win $25,000 and a trip to South Florida to attend Super Bowl XLIV in a private luxury suite at the game, where they will tune in to learn for the first time which ads won when they air for a worldwide audience. Details about the advertising challenge are available at www.crashthesuperbowl.com.
Potential grand prizing for the contest will be based on each winning ad’s ranking on the USA TODAY Ad Meter:

$1 million will be awarded for an ad that scores the number one spot on the Ad Meter

$600,000 will be awarded for an ad that scores the number two spot on the Ad Meter

$400,000 will be awarded for an ad that scores the number three spot on the Ad Meter
If consumer-created Doritos ads sweep all the top three rankings of the USA TODAY Ad Meter, an additional $1 million bonus will be awarded to each winner for a total prize giveaway of $5 million.