Another year, another Doritos “Crash the Super Bowl” affair (if only Arch West was still here to see this), but this time around, those amateur ad-makers vying for the $1 million cash prize will have a little added competition in the form of The Lonely Island. Yes, SNL‘s Andy Samberg and his comedy crew will also be taking part in the 2012 “Crash” battle by creating their own ad for the Frito-Lay brand.
But while those taking part will have to go up against the guys behind “Dick in a Box,” “Lazy Sunday” and “I’m On a Boat,” there’s also some incentive as well according to the hyperbole-riddled press release, which states that this year’s “Crash” offers “the most life-changing contest grand prize to date: a guaranteed opportunity to work on a future Doritos project with one of the hottest entertainment teams in the industry today.’” While we shake off the douche chills, let’s clarify what this entails. If Samberg and his Islanders’ “Crash” ad scores #1 on the USA Today Ad Meter, Doritos will donate $1 million to the charity of their choice. But if a consumer-created spot wins, the person behind it gets a cool mil and a chance to work with Lonely Island on a future Doritos project. We wouldn’t hate you if you just took the $1 million and ran.