The crowdsourcing ad, which breaks today (16 February) will encourage users to come up with ideas and film them on a video camera to create a 29 second commercial to be uploaded online.
The makers of the Top 15 adverts will then be invited to pitch their Doritos TV ad to a panel of specially selected experts, which includes Bafta award-winning actor, director, and screenwriter Noel Clarke, TV and radio presenter Lauren Laverne and ad director David Shane.
The top three ads, as selected by the panel, will then be put to the public vote to decide whom the true King of Ads is.
The winning ad director will win £100,000 and will win an extra £1 for every vote they receive up to an additional £100,000.
The advert will be aired across British national television from 12 June to 11 July.
Pete Charles, marketing manager, Doritos, says: “This is an incredible opportunity for anyone wanting to make a name for themselves in the world of advertising or earn a life changing amount of money. In true Doritos style your adverts can be as bold, leftfield or as funny as you make them – good luck!”
The Doritos King of Ads competition opens to entrants on the 16 February and closes 30 April. Voting for the favourite ads opens from 29 May and closes on 10 June.
Agencies working on the product include AMV.BBDO, OMD, Initials and Frank PR.