Canadian-made Doritos ad crashes Super Bowl XLIX

B.C. filmmaker first outside the U.S. to win chip brand's annual ad competition

Canadian Grocer staff February 02, 2015

The New England Patriots may have won Super Bowl XLIX on Sunday, but Graham Talbot was a winner in his own right.

The Canadian producer and director of photography is the first filmmaker from outside of the U.S. to win the Doritos “Crash the Super Bowl” competition and have his ad aired during the game, which had an audience of more than 100 million people.

Only two ads from the Doritos contest were broadcast during the game; the other was made by L.A.-based director, Scott Zabielski.

Talbot’s winning commercial, called “When Pigs Fly,” cost a mere $1,500 to shoot and features a young boy who makes that old adage become a reality.

In addition to having his ad play during the game, Talbot, who hails from Maple Ridge, B.C., was awarded US$50,000 as part of his prize for winning the ninth annual “Crash the Super Bowl” competition.

The contest saw consumers from around the world create 30-second ads to show their passion for Doritos. Doritos received approximately 4,900 submissions from 29 countries.

Ten finalist ads were announced in January; each of the finalists was treated to a trip to watch the Super Bowl in a private suite in Arizona. In December, Doritos had announced 29 semi-finalists (four of which are Canadians).

Zabielski’s ad, “Middle Seat,” won him the top honours in this year’s contest, along with US$1 million and a job at Universal Pictures.