Doritos Mousetrap

For the second year in a row, Doritos scored big with a user-generated commercial. The ad sets up slowly with the guy just sitting there and the classical music playing. You're just thinking, "wait for it... wait for it..." And sure enough it comes. Big dude in a rat costume jumps out of the wall and beats the crap out of the guy. Totally unexpected and highly impactful. With its Crash the SuperBowl program, Doritos has found a way to build a better advertising mousetrap.