How one guy made a top Super Bowl ad

A freelance editor entered a Web contest to create a fun Super Bowl ad -- and now gets $1 million for his work.

By Kim Peterson Feb 7, 2011 3:57PM
Image: Watching television (© Corbis)All it took for J.R. Burningham was $500, a rented camera and a friend's pug named Oko Nono. With those ingredients, he made one of the highest-rated commercials to air in Sunday's Super Bowl.

Burningham, a freelance editor and Web designer, made the ad with some friends and entered it in the "crash the Super Bowl" contest held by Doritos and Pepsi Max. It shows a pug dog knocking a glass door on top of a man who had been taunting it with Doritos. You can watch the ad here.

"This commercial was a last-ditch attempt to make things happen," Burningham told USA Today. The film world is "just a very difficult industry," he added.

Burningham got a $1 million payment from Frito-Lay, owned by PepsiCo (PEP), for creating a spot that hit No. 1 in USA Today's Ad Meter ranking. The ad shared the top ranking with a Bud Light commercial. It's amazing that an amateur video could outscore a host of commercials made by highly-paid advertising professionals.

Post continues after video:
Two more contest winners also took spots in the top five Ad Meter winners, leading some to wonder whether Madison Avenue execs should be worried in this new age of DIY advertising. Sometimes, USA Today reports, advertising industry executive salaries are tied to the success of the Super Bowl spots they create.
1Comment
Feb 8, 2011 4:08PM
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This commercial was HORRIBLE!!! Taunting a dog with ANYTHING is mean spirited and I'm GLAD the dog smashed through the door and trapped the JERK teasing the dog, even if he didn't get any Doritos.
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