The crisp brand has launched a series of three short films which show the contestants pitching to a panel of judges.
With the help of Abbott Mead Vickers BBDO, Doritos asked budding directors to create and shoot a 29-second ad, using a competition toolkit available on the Doritos website.
The three-minute shorts have been designed to capture the tension and excitement as the contestants argue the case for their ad to win. The first film shows brief excerpts of each of the user-generated ads.
The judges will select three ads, at which point the public will get to decide the winner, who will scoop the £200,000 prize.
The ads were first aired on Channel 4 on Sunday (30 May) during the entire ad breaks for Hollyoaks. The videos are also now available to view on Dorito's website.
In the order they appear, the ads are:
- 'Party Starter', featuring dancing cats.
- 'Big Man. Small Man', an animated spot.
- 'Blast 'Em', where a couple are pursued by a laser-toting monster.
- 'Animalistic', starring a barking man.
- 'My First Day', in which a man dressed up as a Dorito oversleeps.
- 'I Like Doritos', starring a geeky man playing a bass guitar and singing.
- 'Attack On Westminster', in which a gigantic UFO-style Dorito hovers over London.
- 'No Doritos Here', where a man harasses staff in a launderette.
- 'Taste The Passion', a black-and-white pastiche of a perfume ad
- 'Keep Your Paws Off', in which a camera pans across a freeze-framed living room.
- 'Party People', which shows a guest being introduced to people by an annoying party host.
- 'Taste Of Summer', an ad played in reverse and depicting people frolicking in a park.
- 'Bob', which features a man in an office who is told to clear his desk.
- 'The Dorito Trio', featuring three Geordies in wigs running down a country lane.
- 'Taste Of The Wild', starring a Doritos game warden.
The judging panel includes ad director David Shane, 'Culture Show' Host Lauren Laverne and writer, director and actor Noel Clarke.
The brand's previous competition – its first – ran in 2008 and offered a prize fund of £20,000 to the winning ad called 'Tribe'.