For this year’s Super Bowl, Doritos, Chevrolet, CBS, and the National Football League have invited consumers to create their ads.  The average 30-second ad is likely to cost up to US$26-million.

In this National Post article published on January 17, 2007, Scott Deveau reports:

CBS is offering 15-seconds of network time for an inspiring message from one of its viewers. The submissions were uploaded on to a YouTube site and CBS Web sites, before the broadcaster selected one to be aired on Feb. 4 during the Super Bowl.

Chevrolet has honed in on its target demographic, calling on college students to pitch an ad complete with story board and script that will be selected and produced by the automaker.

The NFL will produce its ad after the winner is selected by a combination of company input and online voting after open auditions were held across the United States.

Company officials for Doritos narrowed a field of more than 1,000 pre-produced, 30-second spots to five last week. The winner will be determined this Friday by online voting for the finalists on the contests Yahoo! Web site.