Moose could soon be the most famous goat in America.
Ben Callner, a 28-year-old freelance director from Decatur, got the idea to enter the Doritos Super Bowl ad contest approximately two weeks before its deadline.
âMy buddy said, âMy goat eating chips is really funny,ââ Callner said. âIt was kind of a random comment. If he hadnât said it, I wouldnât have entered it.â
That random comment by Steve Colby of Decatur, who owns Moose and another goat named Kudzu, led to a 30-second entry into this yearâs Doritos Crash the Super Bowl contest.
The pair Googled âgoats eating chipsâ and discovered the idea was âtoo funny to not try to do something,â Callner said.
Callner said he brainstormed for the contest and âcame up with some really bad ideas.â
Then he talked to his friend Colby. âWith the creative process, sometimes you just need to talk to somebody,â Callner said. And after âliterally an all-nighter,â the idea for the commercial was formed.
Selected out of thousands of entrants, Callner is one of five finalists now competing for the chance to have their ads air during the Super Bowl XLVII broadcast on Feb. 3. Two ads will be chosen to airâone selected by voters and one by the Doritos brand team. The finalist whose ad scores highest on the USA TODAY Ad Meter rankings will win $1 million and an opportunity to work with film director Michael Bay on the next Transformers movie.
This is the seventh year in a row consumers have created Super Bowl ads for Doritos.
Doritos customers can vote each day for their favorite Doritos commercial on the Doritos Crash the Super Bowl-branded app on the Doritos Facebook Page (http://www.facebook.com/DoritosUSA) and/or on the Facebook mobile app until Jan. 29.
Callnerâs 30-second spot, called âGoat 4 Sale,â is about a Doritos-loving man who sees a Doritos-eating goat for sale. The man discovers that the goat has an insatiable appetite for the snack and its constant chip crunching drives the owner crazy. After it eats 42 bags of Doritos in a row, the owner decides to hide the chips.
When the goat discovers that his seemingly endless stash of chips is missing, he screams and begins wrecking the place.
Itâs that scream that made the commercial, Callner said.
His team tried to manipulate the actual goat sounds, but that didnât work.
âIt didnât even make me smile,â Callner said.
They tried unsuccessfully to get the right scream in a studio. Finally, Callner remembered that his best friend from middle school had the perfect scream for the goat. They recorded the screamâmade by Keith Bahum of Savannahâover the phone.
The commercial was shot with an all-Atlanta crew in Colbyâs home. Filming day was planned to last 12 hours, but âwe actually finished an hour early,â Callner said. âIâve never experienced anything like it especially with an animal.â
Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have consistently ranked within the top five spots of the USA TODAY Ad Meter, and three of the last four years they have scored the No. 1 ranking.
âEvery year, weâre simply overwhelmed with the quality, creativity and talent behind our fansâ ads,â said Ram Krishnan, vice president of marketing, Frito-Lay North America. âThis year is no different. Each of these five finalists brought their A-game to the contest, and we canât wait to see what happens when we get to the Super Bowl.â
Each of the five finalists wins $25,000 and a trip to New Orleans to attend Super Bowl XLVII in a private luxury suite at the game, where they will learn for the first time which of their Doritos ads will compete for the top spot in the USA TODAY Ad Meter.
The No. 2 spot will be awarded $600,000 and $400,000 will go to the No. 3 spot.
âThis would be the opportunity of a lifetime if it airs,â Callner said. âThis is really unbelievable. I feel like Iâm getting choked up every day.â