The competition will launch on the brand's website, which is still under development, on 29 February. It will be supported by a press and poster campaign created by Abbott Mead Vickers BBDO that will launch on 10 March.
The agency has devised a long-copy ad to support the contest, which advises entrants against "trying to be, like, well, street blood just coz you is advertising to the yoof, innit", using characters such as Barry Scott of Cillit Bang fame and "annoying jingles".
The idea for the competition has been imported from the US, where a consumer-generated Doritos ad was shown during the Super Bowl in 2007. This year, wannabe pop star Kina Grannis won the competition with her song Message From Your Heart.
5PointProductions, the winner in 2007, went on to launch a creative content business.
- Leader, page 20.