The deadline for submitting to Doritos ‘Crash The Superbowl’ (CTSB) commercial contest expired tonight at midnight Texas Time. In the coming weeks we will find out which six deserving creatives scored a healthy 25K each. In February just a few short months from now, we will also see three of those six finalists broadcast their creative content worldwide, and hopefully shake up some old school ad agencies in the process through the USAToday ad meter rankings. And for those of us who missed the mark and failed to make the finals, take heart, we have still won. That’s right, we have also scored a real victory…. I am not playing semantics here either.
We have won because Doritos will surpass the video submission tallies of past years, and we were part of that history. We have won because yet again, Doritos is executing an example for all of the worlds brands to watch and learn from, and we have won, because freelance creatives will again make front page news throughout the advertising world for their contribution during the SuperBowl game. I have said it before and I will say it again. There is no greater opportunity or ambassador for the freelance video producer than Doritos Crash The Superbowl commercial contest. Someday there may come even greater opportunities, but for now and for the last three years, Doritos reigns. Snack Strong Productions should be on everyones christmas shopping list.
Don’t think for a minute that only little mom and pop operations submit to these contests…not by a long-shot. There are established talent, from pop bands (Honor Society), to well known character actors (Edie McClurg and others) and legit agencies and production companies, who are abandoning tradition and testing the waters of this new freelance market. It’s pretty much like an open call audition. The Ivory Towers of Madison Avenue consider these agencies and prod. comps. rogue entities. The VCK considers them forward thinking. Maybe they justify entering these contest as just a different kind of spec. opportunity. Their reasoning matters little to me because the net effect is brands having increased variety and quality of spec. content to choose from as they open the doors to the freelance community. Through contests like CTSB, brands will increase their interest in this growing arm of the advertising world and will eventually motivate them to participate. In the end there will be more and more opportunities for freelancers of all sizes and sophistication.
Click on this pic and watch this video. The video is titled ‘Doritos Please’.
Now it may or may not be Mike G. and Dandy D. who net the million for best SuperBowl spot, but considering there will still be a whole bunch of stale ‘business as usual’ spots from the old school ad industry, it is clear there is an opportunity here for them and other talented creatives to get their day in the sun and a massive payday to boot. All courtesy of Snack Strong Productions….we thank you again.
The bigger picture:
The Brands admiring this CTSB program look at this spec. commercial, the huge production values therein, and the price-tag (free) and they start to salivate. I will make a prediction that by this time next year, the spec. opportunities for freelance creatives in the guise of ‘contests‘ will double what it is today.
The cool thing is, we don’t need to have the budgets (or talent) of a Mike Gaoubeaux. As more and more brands of all sizes test the freelance market, there will be more than enough work to go around for all types of creatives. I predict there to be an influx of companies, specifically in the small business owner demographic, who never before thought they could afford something of decent quality who will now be open to running a ‘contest’. These brands may not have a television advertising budget, but would love something for a website. There are countless millions of small to medium business websites who still do not have an inviting video on their main page. That’s exciting.
For those of us who are not fortunate enough to be finalists in this year’s CTSB contest, the future is looking brighter than ever. When the economy finally does an about face and venture capital starts to move a little freer, you better be ready with your script templates and your business cards, because there will be a whole new wave of opportunities that heretofore never existed. There will be a lot of videos to produce in all creative skill levels (not just the Mike G.’s of the industry) and you better be ready to produce them or someone else will.
Life is good. You can say the VCK told you so.