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Check Out Line: PepsiCo offers up to $5 million for amateur Super Bowl ads

September 15, 2010

Check out how you can earn $1 million by wearing an electric dog collar.

Okay, not exactly. That was the punch line of a successful amateur ad this year created for PepsiCo’s Super Bowl commercial contest, which the food and beverage company is running again for the 2011 Super Bowl with a prize pool of up to $5 million.

Makers of the best ads for zero-calorie Pepsi Max soda and Doritos chips can win $1 million for an ad that scores No. 1 on a USA Today ad poll, $600,000 for No. 2 and $400,000 for the third spot. A sweep of all three spots earns a $1 million bonus for each winner.

Pepsi ran four ads during the 2010 Super Bowl. A 30-second spot during the National Football League championship game tends to run about $3 million. That electric-collar ad — in which a man winds up with the collar around his neck while the dog makes off with his bag of Doritos — was ranked one of the best of the Super Bowl in many post-game surveys.

You could put up with getting shocked a few times for that, right?

Also in the basket:

Kraft sees $1 billion in additional revenue from Cadbury

Consumers are nearing the holiday shopping season with unusually cautious spending expectations – survey

Sara Lee plans to spend more on its North American bakery business and raise some prices

(Youtube video via

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