Doritos is once again grabbing the spotlight during football’s biggest night. After a 10-year hiatus, the snack brand has revived its Crash the Super Bowl contest, unveiling a fan-made commercial that will air in the first quarter of the game. Titled “Abduction,” the humorous, action-packed spot by director Dylan Bradshaw and content creator Nate Norell triumphed over thousands of submissions, exemplifying Doritos’ ethos of empowering bold creators in a content-driven marketing era.
A Ten-Year Comeback for Crash the Super Bowl
Originally launched in 2006, Doritos’ Crash the Super Bowl quickly became a cultural phenomenon, giving aspiring filmmakers a shot at both mainstream exposure and sizable prize money. After pausing the contest in 2016, the brand announced its return in September 2024. Over the next few months, entries poured in; by January, just 25 contenders remained. Doritos unveiled three finalists mid-month, and fan voting crowned “Abduction” the winner. The brand’s 25th-ever Big Game ad, “Abduction” rewards its creators with $1 million in prize money and an all-expenses-paid trip to New Orleans, where they’ll celebrate with fellow football fans during the Super Bowl weekend.
“Abduction” Reveals an Unlikely Alliance
Directed by Dylan Bradshaw and co-created with Nate Norell, “Abduction” follows an unsuspecting snacker caught in a tractor beam while clutching his beloved Nacho Cheese Doritos. With comedic flair, the ad portrays a tug-of-war scenario between the human and his extra-terrestrial captor—proving that not even an alien invasion can keep true Doritos enthusiasts away from their favorite chips. According to Tina Mahal, SVP of Marketing at PepsiCo Foods North America, the commercial “embodies Doritos’ For the Bold ethos,” showcasing how fans will go to outlandish lengths to secure their favorite snack.
Meet the Creators
Dylan Bradshaw, originally from Columbus, Ohio, moved to Los Angeles in 2020 to pursue a filmmaking career, producing spots for brands like CeraVe and Credit Karma while also working on a feature film. His co-creator, Nate Norell, is a Dominican Republic native who studied cinema and media arts at Biola University. Norell has since built a massive 6.2 million-strong TikTok following, leveraging his filmmaking skills to craft imaginative, viral content. For the duo, “Abduction” was a passion project that allowed them to merge comedic storytelling with a playful nod to classic sci-fi. They’ve described the experience as a dream come true, calling the final commercial “the culmination of countless sleepless nights and relentless effort.”
A Bigger Stage for Creators
The return of Crash the Super Bowl underscores a broader trend of brands spotlighting user-generated content and creator-driven marketing campaigns. PepsiCo and Frito-Lay have been especially active in this sphere, tapping everyday fans and internet sensations for greater brand authenticity. It’s a strategy that resonates in today’s market, where younger audiences often look to TikTok creators and indie filmmakers for culturally relevant content.
Beyond Doritos: Frito-Lay’s Super Bowl Extravaganza
While “Abduction” is a centerpiece, it’s just one part of a multi-pronged push by PepsiCo and Frito-Lay in New Orleans and beyond. Doritos is also introducing a Doritos Golden Sriracha flavor and rolling out unique Tostitos activations, such as a confetti button press giveaway and a Tostitos Cantina pop-up featuring local chefs’ dishes. Lay’s, another flagship Frito-Lay brand, has its own campaign centered on the Canadian all-dressed chip’s U.S. launch. With so many moving parts, the collective efforts speak to a robust, integrated marketing plan that merges in-person experiences, nationwide contests, and attention-grabbing media stunts.
With Crash the Super Bowl back in full swing, Doritos demonstrates its commitment to shining a spotlight on bold, original talent. Bradshaw and Norell’s “Abduction” offers a comedic take on fandom that celebrates just how passionate consumers can be about their favorite snack. Backed by a $1 million prize, a high-profile Big Game slot, and the brand’s For the Bold spirit, the duo’s commercial reaffirms Doritos’ penchant for giving fans exactly what they crave—memorable storytelling with a dash of the unexpected.
This ad perpetuates harmful stereotypes about aliens and makes light of serious issues like abduction. Not cool, Doritos.
The ad has a wide distribution as it is likely being promoted on various platforms and channels.