From 2006 to 2016, Doritos created a cultural phenomenon with their genius marketing campaign by launching “Crash the Super Bowl Contest.” The contest invited fans to create their own commercials for the chance to have them aired during the Live Super Bowl, one of the most-watched television events in the US. Fans showed their creativity to win cash prizes and opportunities for professional exposure. The campaign ended in 2016, as Doritos wanted to explore new marketing strategies.

However, the brand has decided to raise the stakes once again and has brought back the campaign for the Super Bowl LIX and has also roped in NFL legend Patrick Mahomes. The ad campaign has become another hit as Mike Tyson‘s son Miguel Leon Tyson not only took part in it, but his ad has reached the final stage in the contest.

Mike Tyson’s son’s dream moment

Miguel Tyson featured in an ad titled “Barbershop” produced and directed by Zach Shenouda and Ryan Robinson. Shenouda and Robinson are SCA (School of Cinematic Arts) undergrads at the University of Southern California where the legendary boxer’s son also did his studies. And it looks like Miguel Tyson was willing to participate in the campaign alongside his college mates as the young Tyson played the dual role of an actor as well as a producer in the commercial.

The ad features a young man getting a haircut, only to be distracted by his barber’s Dorito-laden fingers. According to the director duo, it took them two weeks to finish the project, and they were excited to make their dream a reality. In a conversation with ADWEEK, the duo claimed, “As young artists, we believe we are just as capable of creating content that entertains, sells, and moves people. This is a once-in-a-lifetime opportunity for us to get a step closer to chasing down our dreams.”

On Wednesday, Mike Tyson took to his Instagram and uploaded a screengrab from his son’s ad on his story. He wrote, “My son’s commercial is TOP 3 for the Super Bowl!” and asked his fans to vote for them. The other two ads selected for the final rounds of voting are ‘Charades’ by Mark Blitch, who has taken part in this contest before, and ‘Abduction’ by Dylan Bradshaw and content creator Nate Norell.

Even Kansas City quarterback Patrick Mahomes uploaded a story on his profile, indicating the three commercials finalized for the top spot. In the post, Mahomes made for the contest, he wrote, “We took this job very seriously and this was a tough choice. Now you get to choose the next Doritos Crash the Super Bowl Commercial. Vote for your favorite at DoritosCrash.com!” It seems the last stage of the contest rests in the hands of the viewers who can now vote to decide who gets a spot during the Super Bowl 2025.

This opportunity will not only give exposure to these upcoming stars but also include sensational prize money.

Chance of a lifetime

Fans can vote for their favorite of these three ads until January 28. Doritos will announce the winning ad on February 3 and play it during Super Bowl LIX. Not only that, the creator with the most votes will receive $1 million, along with an all-expense paid trip to Caesars Superdome in New Orleans to watch the Super Bowl LIX on February 9.

Doritos even roped in Kansas City’s Patrick Mahomes, Creed Humphrey, Chris Jones, and Xavier Worthy, and mascot KC Wolf. The two teams playing at the Superdome will be decided on January 26, after the AFC and NFC championship games. Grammy-winning hip-hop star Kendrick Lamar is slated to perform at the half-time show.

Getting their ad played in front of a packed Superdome with the world watching, will be a dream moment for Miguel Tyson and his friends. Moreover, it will also be a proud moment for Mike Tyson, who has supported his family at every corner. According to trade magazine AdAge, Fox is charging north of $7 million for each 30-second ad spot, with nearly all the spots already sold out months in advance. It seems, like always, Super Bowl LIX is pulling out all the stops to make the event as big as possible.

Have you watched the top three ads from this campaign? Which is your favorite? Let us know your thoughts down below.