An ad for Doritos is to become the first commercial
broadcast into space.
In a £2.3 million on-pack campaign, Walkers is inviting consumers to create a 30-second TV ad
on the theme of "how people find fun in everyday situations".
The public will vote for the best ad, which will be aired for two weeks in June on ITV, Channel 4 and satellite TV. The winning entry, complete with sound and images, will then be transmitted into space from a Norwegian space centre.
The ultra-high frequency signal will be directed towards a solar system 42 light years
from Earth, with planets
orbiting a star similar to our Sun,
Marketing director Thomas Delabriere said: "This is a world
first. We're pushing the boundaries of advertising. It offers consumers the chance to be the first person to create an ad
which aims to communicate with whoever
may be out there in space."
The You Make it, We Play it initiative will run on promotional packs of Doritos and will be backed by direct mail, on line, in-store and press ads.
Up for grabs will be a £20,000 cash prize for the winner, £1,000 for four runners-up and daily prizes of Canon cameras and holidays to Los Angeles.