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.)