You already know the Harbaughs, San Francisco's Jim and Baltimore's John, will be the first pair of brothers to coach against each other in the Super Bowl. But did you know that 4 out of the 5 creators who are Doritos “Crash the Super Bowl” 2013 finalists are members of Vimeo? Small world, isn’t it?
It all started in 2006 when Doritos launched its first “Crash the Super Bowl” contest, which offered amateurs the chance to have a self-produced ad run in the Big Game. Since then, a record 15 of these commercials have landed on the top 100 Super Bowl Ads of all time, according to Unruly’s Viral Video Chart. This includes “Doritos Pug Attack,” the “Crash the Super Bowl” contest winner in 2011.
As Butch Cassidy (Paul Newman) says in the 1969 movie Butch Cassidy and the Sundance Kid,
“I couldn’t do that. Could you do that? Why can they do it? Who are those guys?”
Well, my daughter (Kelsey Jarboe) let me in on an industry secret: A surprisingly large percentage of the finalists in the Doritos “Crash the Super Bowl” contest over the past seven years are members of Vimeo. For example, Kevin T. Willson, who directed the winning “Sling Baby” ad in the 2012 contest, is a local hero on Vimeo.
So, perhaps the percentage isn’t all that surprising – especially if you consider that Vimeo has 13 million registered members, making it one of the world’s largest creative networks, and reaches a global audience of more than 75 million each month.
But it’s still kinda-sorta surprising if you consider that YouTube now has more than a million partners from 27 countries around the world and reaches a global audience of more than 800 million each month.
To figure this out for myself, I took a closer look at the five finalists in this year’s “Crash the Super Bowl” contest. I found Ben Callner (Goat 4 Sale), Tyler Dixon (Road Chip), Sasha Shemirani (Express Checkout), and Joe Taranto (Fetch) on Vimeo. Only Mark Freiburger (Fashionista Daddy) doesn’t appear to be a member of that community.
Now, I’d call 80% a “surprisingly large percentage.” Wouldn’t you?
Two of the finalists will have their 30-second spots aired during the Super Bowl XLVII broadcast. And if their commercial is awarded one of the top three spots in the USA TODAY Super Bowl Ad Meter, then that winner will receive a bonus of $1,000,000 for landing in the #1 spot, $600,000 for landing in the #2 spot, or $400,000 for landing in the #3 spot. Oh, and the amateur who creates the top-ranked Doritos commercial to run during the game will have the chance to work with director Michael Bay on the next installment of “Transformers.”
Doritos ‘Crash the Super Bowl’ 2013 Finalists
So, who are these guys? Let’s take a closer look at the ads from all five finalists and listen to their behind-the-scenes interviews on Vimeo.
In an arbitrary, whimsical and capricious order, let’s start with Callner’s Goat 4 Sale.
And here’s what Callner has to say about Goat 4 Sale.
Next, take a look at Shemirani’s Express Checkout.
And listen to what Shemirani has to say about Express Checkout.
Next, let’s look at Dixon’s Road Chip.
And now let’s hear what Dixon has to say about Road Chip.
Now, let’s check out Freiburger’s Fashionista Daddy.
And let’s hear what Freiburger has to say about Fashionista Daddy.
Finally, watch Taranto’s Fetch.
And you can wrap up by listening to what Taranto has to say about Fetch.
So, what can you do next?
Well, if you like any of the Doritos ads you’ve just seen, then you can help determine which ones should air during the Super Bowl by voting on the Doritos “Crash the Super Bowl” app on Facebook. You can vote once per day on desktop and once per day on mobile/tablet until Jan. 28.
If you are a consumer, then you can join the USA Today Ad Meter panel. That would give you a voice in the biggest pop-culture event of the year!
If you are a video content producer, then you might consider entering next year’s “Crash the Super Bowl” contest. No, it hasn’t been announced yet. But start looking for it in early October.
And if you are an internet marketer, then consider recruiting the Vimeo creators who want to earn money from their films and videos. Hey, they’re talented and they’re hungry.