Three USC students are on the brink of national fame as their commercial, The Barbershop, is one of three finalists in Doritos’ Crash the Super Bowl competition. If selected as the winner, their ad will air during Super Bowl 59, and they will take home a $1 million grand prize.
Co-directors Zach Shenouda and Ryan Robinson, both seniors at the USC School of Cinematic Arts, teamed up with producer Via McBride to create a bold and humorous ad inspired by past Doritos Super Bowl commercials. Their journey from a last-minute idea to potential Super Bowl stardom showcases the power of creativity, collaboration, and determination.
The Doritos ‘Crash the Super Bowl’ Contest
The Doritos Super Bowl ad contest began in 2006, giving aspiring filmmakers a chance to showcase their work on television’s biggest stage. After running for a decade, the contest was shelved in 2016, only to be revived this year, offering young creatives another shot at Super Bowl fame.
Thousands of filmmakers submitted entries, but only three made it to the final round, including The Barbershop. If the USC team wins, their ad will be seen by millions during Super Bowl 59, an event that attracts record-breaking viewership each year.
How ‘The Barbershop’ Came to Life
The Concept and Inspiration
Shenouda and Robinson, both Southern California natives, met in high school through their shared love for filmmaking. When they learned about the Doritos competition, they knew they had to participate.
“We came up with a universal concept—getting a haircut. And then we thought, what’s the worst thing that could happen? Then, thinking about Super Bowl commercials, we realized they all have a twist,” said Shenouda.
The team drew inspiration from previous Doritos ad winners, including 2013’s “Cowboy Kid” and 2016’s “Doritos Ultrasound”. They focused on incorporating Doritos’ signature tagline, “Be Bold”, ensuring their main character embraced a bold (and hilarious) moment.
A Race Against Time
With just two and a half weeks to create their commercial, the team worked tirelessly to bring their vision to life. Finding the right barbershop location proved challenging.
“We spent hours each day calling barber shops around LA,” said McBride. “Some of our crew were friends, a guidance counselor, or even a friend’s dad. It was whoever we could get, but it couldn’t have gone better.”
Despite the tight deadline, the team delivered a high-quality, comedic commercial that impressed the competition judges.
The USC Marketing Blitz
Since becoming finalists, the trio has launched a guerilla marketing campaign around the USC campus. They’ve been:
- Wearing Doritos-branded merchandise at parties, classes, and bars
- Engaging in on-campus promotions near USC Village
- Encouraging students and faculty to vote daily for their ad
“We knew our strength was going to be on the ground and using USC,” Robinson explained.
With voting open until January 28, the team is urging supporters to vote daily to help secure their Super Bowl debut.
What’s Next if They Win?
If The Barbershop wins, the USC filmmakers will repay their hardworking crew and invest the rest of the prize money into producing their first feature film.
The Super Bowl remains the most-watched broadcast in the U.S., with Super Bowl 58 reaching an average viewership of 123.7 million—the highest since the 1969 moon landing. Winning this contest would be a career-defining achievement for the USC trio, giving them unparalleled exposure in the film industry.
Shenouda, Robinson, and McBride have already achieved something incredible by making it to the final three in Doritos’ revived Super Bowl commercial competition. Their hard work, creativity, and determination have put them in a position to showcase their talents to millions of viewers worldwide.
With just days left before voting closes, their fate rests in the hands of supporters. If they win, their journey from USC classrooms to the Super Bowl stage will be a true Hollywood success story.
