Dad, Goat Help Doritos Place High in Super Bowl Ad Rankings

"Fashionista Daddy" maker wins opportunity to work with director Bay

Published in CSP Daily News

PLANO, Texas -- The Doritos brand has announced that its consumer-created commercial "Fashionista Daddy," which aired for the first time nationally during the Super Bowl XLVII broadcast, has earned its creator, 29-year-old Mark Freiburger of Los Angeles, the opportunity to work with film director Michael Bay on the next installment of the blockbuster Transformers movie franchise from Paramount Pictures and Hasbro, set to be released on June 27, 2014.

The grand prize comes as "Fashionista Daddy" was the highest ranking of the Doritos consumer-created ads on the USA Today Super Bowl Ad Meter, scoring a No. 4 ranking.

In addition to "Fashionista Daddy," the consumer-created Doritos ad "Goat 4 Sale" also received airtime during thes game. Created by 28-year-old Ben Callner of Decatur, Ga., "Goat 4 Sale" scored No. 7 on the Ad Meter rankings.

The two ads were among five finalist ads selected by the Doritos brand from thousands of submissions received as part of the annual Crash the Super Bowl contest.

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

("Goats 4 Sale" also ranked fourth in Ace Metrix's ranking of Super Bowl commercials, while " Fashionista Daddy" ranked 15th. Ace Metrix's ranking is not part of Crash the Super Bowl contest.)

"The Doritos brand has always been about offering our consumers the biggest, boldest opportunities imaginable. And it doesn't get much bolder than turning over the world's biggest advertising stage to our fans," said Ram Krishnan, vice president of marketing for Frito-Lay North America. "We are so excited to award Mark the chance to work with one of the most acclaimed directors of our time. It's an exciting finish for one of the most exciting engagement programs the Doritos brand has created to date."

As part of this year's competition, all five finalists received $25,000 and a trip to attend Super Bowl XLVII in New Orleans. Bonus cash prizes were based on how each winning ad ranked in the Ad Meter.

The payouts were as follows: $1 million awarded for an ad that scores the No. 1 spot on the Ad Meter; $600,000 awarded for an ad that scores the No. 2 spot on the Ad Meter; and $400,000 awarded for an ad that scores the No. 3 spot on the Ad Meter
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 Inc., Purchase, N.Y. 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. Its main businesses are Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola.

View all of the Super Bowl XLVII commercials on the NFL's official website. 

Snack and quick-serve restaurant (QSR) brand commercials, as rated by USA Today's Ad Meter:

  • Doritos: Fashionista Dad (No. 4).
  • Doritos: Goat 4 Sale (No. 7).
  • Taco Bell: Viva Young (No. 11).
  • M&M's: Love ballad (No. 13).
  • Oreo: Whispering in the library (No. 26).
  • Wonderful Pistachios: PSY Gangnam Style (No. 28).
  • Subway: Jocks love Jared (No. 41).
  • Subway: Jocks can't say Februany (No. 49).

View the complete USA Today Ad Meter results and methodology.

Snack and quick-serve restaurant (QSR) brand commercials, as ranked by Ace Metrix:

  • Doritos: Goat 4 Sale (No. 4).
  • Taco Bell: Viva Young (No. 13).
  • Doritos: Fashionistas (No. 15).
  • M&M's: I'll Do Anything (No. 18).
  • Subway: 15 Years in the Making (No. 21).
  • Oreo: Library (No. 22).
  • Subway: Februany (No. 33).
  • Wonderful Pistachios: Get Crackin' (No. 38).

View the complete Ace Metrix results and methodology.