IN brothers win big with Super Bowl ad

BATESVILLE, Ind. - Two brothers from Batesville, Indiana take home $1 million and the fan's #1 ranking of Super Bowl commercials. Joe Herbert and his brother Dave Herbert created the "Free Doritos" ad for a contest sponsored by Doritos.

Nationwide consumer votes put "Free Doritos" in the Super Bowl limelight from amongst nearly 2,000 entries and five finalist ads in the third annual Doritos "Crash the Super Bowl" program. Now, too, in the Super Bowl spotlight is finalist Eric Heimbold. Doritos surprised viewers by also airing his commercial "Power of Crunch," which placed No. 5 in the USA TODAY ad meter.

Joe and his co-creator and brother Dave Herbert returned to meet the newly raised stakes of the third annual Doritos "Crash the Super Bowl." From shattering a vending machine full of Doritos with a snow globe to throwing the "crystal ball" at the Boss, the inspiration for their commercial is based on ideas the brothers felt would evoke laughter and emotion from the audience at different points of the commercial.

"To have 'Free Doritos' exposed on the Super Bowl stage was already amazing enough," exclaimed Herbert. "But, to now claim No. 1 on the USA TODAY Ad Meter and win $1 million is unbelievable and affirmation that we can and will fulfill our dreams. This means so much to my brother and I. We are very thankful to Doritos, our friends, our family and everyone else who supported us and believed in us."

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite. Created in 1989, USA TODAY's Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry.

The "Crash the Super Bowl" campaign is the evolution of the Doritos brand allowing consumers to be in control. In 2007, the Doritos brand aired its first consumer-created commercial during Super Bowl XLI, as part of the first Doritos "Crash the Super Bowl" challenge. That same day, the brand aired a second commercial to kick-off the first-ever consumer-created Doritos brand television ad campaign, in which all five of the Doritos "Crash the Super Bowl" finalists' ads aired on national television. Last year, Doritos launched the music career of one of its talented fans by airing her original song in a music video during its Super Bowl XLII air time as part of its second annual "Crash the Super Bowl" program.