By Linda Thompson
La Jolla High School graduate Tyler Dixon (Class of 1994) just won $25,000 by creating a commercial for this year’s Crash the Super Bowl contest. Dixon’s entry, “The Best Part,” is one of the 10 finalists selected from 5,600 commercial submissions made about Doritos and Pepsi Max.
But the contest doesn’t stop there.
The next stage is what Dixon considers to be a million-dollar uphill battle — to have his commercial aired during the Super Bowl — and he needs your help to do it.
Press materials explain how the contest works.
“As the contest enters its next phase, Doritos and Pepsi MAX fans in the United States are invited to vote for their favorite ads, helping to ultimately decide which spots air on the Super Bowl stage. Consumers can vote once daily per brand at
“If during the Super Bowl, consumer-created Doritos or Pepsi MAX ads sweep the top three rankings of the USA TODAY Ad Meter, their creators will take home a shared $5 million prize. In addition, the fan who creates the highest-ranking Doritos or Pepsi MAX ad will win a guaranteed contract to create an additional ad for the two brands in 2011.”
Dixon needs help from La Jolla residents to earn a high ranking for his commercial and asks all to vote for his work at
- He said contest rules preclude spending money on advertising to gain votes, but mentioned Facebook, Twitter, and word-of-mouth as an acceptable means. “The La Jolla support would mean a lot to me,” he said, if visitors deem his entry worthy.
Current voting eliminates five commercials, after which three of the five ads will be aired during the Super Bowl. Dixon could win $1 million if the USA Today poll reveals his commercial is the best of all those shown on game-day.
Dixon said his ad required very little brainstorming to develop and it only took him 10 minutes to write the two-scene script. It’s based on his love for eating Doritos and the ritual of licking his cheese-stained fingers afterward. He professed the Doritos' “most flavorable part” is the condensed cheese that is left behind on the fingers and hands, which he dubbed “cheesy dust.”
His commercial demonstrates one man’s extreme behavior to eat cheesy dust because “it tastes that good.” The finger-licking scene required 42 takes to capture a friend’s facial expressions. The second scene required Dixon create breakaway pants to show a co-worker's desperation to eat cheesy dust off a pair of pants. Dixon said he had to remove all the stitches so the pants would pull off.
Dixon was able to keep his budget low, at $82, by borrowing equipment and using two non-professional acting friends. The second scene was done in one take because his friend had to leave to go to class! The whole commercial was completed in four to five hours. (Dixon would like to thank another friend, Mark Anderson, for letting him use his high-definition digital camera to shoot the commercial.)
Dixon said when he told his parents about the news of his contest win during his holiday visit home to La Jolla, “They went crazy.”
He explained that even in high school, he had dreams of being a filmmaker or comedy writer, however, he considered the dream to be unrealistic and unattainable. Instead, he became a history major at Brigham Young University with the intention of going to law school.
In the ensuing next 10 years, he said he worked jobs that stifled his creativity. After losing one such job, he decided to jump on his dream and start writing. He set up an informal production studio because he was “tired of waiting around for someone else to approve my work.”
Now he supports his writing by working as a satellite TV door-to-door salesman in Utah. Winning the contest would open the door to achieving his “unreachable” dream. Votes from La Jollans could help make this dream come true.
Tune in to watch:
Kick-off for the 46
Super Bowl will be 3:25 p.m. (Pacific) Feb. 6. The game will be played indoors at the Cowboys Stadium in Arlington, Texas and broadcast on NBC.