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persuasion notebook

This image provided by Doritos shows part of an ad submitted by one of six finalists in the fourth annual Doritos "Crash the Super Bowl" challenge.The Associated Press

Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail's marketing and advertising reporter, Susan Krashinsky. Read more on The Globe's marketing page and follow Susan on Twitter @Susinsky.

Canadians are being invited to "crash the Super Bowl."

The U.S. contest run by Pepsico-owned brand Doritos, now in its eighth year, is opening up to 42 more countries around the world, including Canada. The contest invites people to indulge their inner Mad Man and make their own commercials for the nacho chip brand. Those ads then compete for the chance to nab some air time during the big game, as well as prize money.

So far more than 20,000 consumer-created ads have been submitted, including the delightfully twisted "Goat 4 Sale," one of two winners last year.

Because many Canadians cannot see the flashy American broadcast ads, Pepsico division Frito Lay will be buying ad time during the broadcast here as well to showcase the winner.

Campaigns that attract attention outside of the pricey 30-second TV spot and on social media have become more important for Super Bowl advertisers.

"The Super Bowl is one of the largest stages in the world," said Jay McDonell, vice-president of marketing or PepsiCo Food. "…Similar to the trends in viewership, we are increasing our investment in digital, for sure."