Doritos has launched this year’s Crash the Super Bowl contest and is raising the stakes higher than ever before. In a message direct to fans, acclaimed Hollywood film director Michael Bay and Doritos have announced that the grand prize will be an opportunity to work with Bay on the next installment of the Transformers movie franchise, along with a shot at a $1 million bonus.


The Crash the Super Bowl contest invites consumers to create homemade ads for the Doritos brand, with two finalist consumer-created spots ultimately airing during the Super Bowl broadcast. One of those ads will be selected by America’s votes; the other by the Doritos brand team. The finalist whose ad scores highest on the USA Today Ad Meter rankings will be awarded the grand prize-career opportunity working with Bay. In addition, if a consumer-generated Doritos ad scores No. 1 on the USA Today Ad Meter, the Doritos brand will award its creator a $1 million bonus. The Super Bowl XLVII broadcast is set for Sunday, February 3, 2013, on CBS.