The popularity of the crowd-sourced Dorito ads that were featured in last year’s Super Bowl spurred the same concept to be carried out this year. Doritos ran a competition to find the best consumer created Doritos commercial, and the results they got were astounding. There was a massive wave of brilliantly conceptualised commercials – all with the obvious element of talented creators behind the scenes. The winner of this year’s ad competition was this viral ad, “Underdog”. Currently, it has been viewed 140,096 times on YouTube, as well exposure to all the spectators at the Super Bowl. A study done by Nielson estimated that 106.5 million people watched Sunday's Super Bowl. Now that’s a serious springleap to fame for the amateur filmers.
I like this ad, and I think I would have voted for it too. It’s quirky and clever, leaving the viewer with a smile on their face whilst still emphasising the main selling point of the Dorito flavours. Oh, and the winner of the comp (determined by consumers) received a sweet $600,000 prize money.
Once again, this proves that the trend of crowdsourcing has only grown. It illustrates the immense talent that can be sourced from minds all over the world, without having to go through the traditional channels. It is the age of amateurs competing with the pros – and it looks like the amateurs are one step ahead. Check it out:
