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Super Bowl ad winner can work with director Bay

Doritos is upping the prize for its annual “Crash the Super Bowl” contest, bringing in Michael Bay, a big-name movie director who is no stranger to crashes himself.

The Frito-Lay snack-chip brand’s seventh annual contest invites viewers to submit their own Doritos commercials. Fans vote on their favorites to appear during the big game.

If the ads score well on the USA Today Ad Meter, which measures the popularity of Super Bowl commercials, contestants win cash prizes of up to $1 million. But this time, winners also will get the chance to work with Mr. Bay, known for such films as “Transformers, “Pearl Harbor” and “Armageddon,” on the next “Transformers” movie.

“We realized entrants sometimes want a shot at breaking into the entertainment industry more than the $1 million prize giveaway,” said Ram Krishnan, vice president of marketing for Frito-Lay North America, which is owned by PepsiCo Inc. “So we’re giving them that chance by working on the next ‘Transformers’ move.”

Another change: Doritos will debut a Facebook app that will let anyone volunteer to help others create an ad. Users of the ad can donate their time, props, or locations to help make the ad.

“Consumers told us ‘I would love to participate but I have no interest or the talent to make a video,’” Mr. Krishnan said. “The app lets anyone pitch in.”

There were 6,100 entrants last year, up from 4,500 the year before. Mr. Krishnan expects even more this year.

The Super Bowl will be played Feb. 3 in New Orleans and will be broadcast by CBS.

People can submit ads for the contest between Oct. 8 and Nov. 16 at Five finalist ads will be announced in January, and consumers then will be able to vote for their favorite online.

Compiled from Web and wire reports