Doritos is returning Crash The Super Bowl in 2025 after a nine year hiatus. (It ran from 2006 to 2016).

The competition for creators has been set up as a challenge to “do it better”, responding social media carping about past Doritos Super Bowl commercials. The campaign, Think You Can Do Better?, includes releasing two spots featuring Crash the Super Bowl finalists, Goat 4 Sale and Slap; program alumni, including Callner, who directed the new commercials, along with actor and director Dion Lack; a series of billboard ads around the country; and a social campaign, highlighting online criticisms of past Super Bowl commercials. Featured criticisms include “I really HATE this commercial. Like, really. And truly,” “That was so dumb,” “Fire your marketing team, Brutal” and “Doritos commercial? Mid.”

Crash The Super Bowl began accepting submissions on September 19 and will be open through November 11. A panel of judges will select 25 submissions, one for each year Doritos has advertised in the Super Bowl, before narrowing the list to three finalists in January. Voting will then be opened to the public to vote on the winner.

The winner will have their work appear at the Super Bowl and receive US$1m plus an all-expenses-paid trip to New Orleans for the game.

During its 10-year run from 2006-2016, creators who entered the Doritos Crash the Super Bowl campaign created some of the most memorable and talked about Super Bowl ads of all time. The commercials made it into USA TODAY Ad Meter’s top five commercials every single year, ranking number one four times.