Alumnus wins $1M Super Bowl commercial contest

Dave Herbert '98 doesn't need a crystal ball to see into his future.

Herbert, along with his older brother, Joe, are the hottest duo in advertising today after winning $1 million from Doritos in the Frito-Lay product's third annual "Crash the Super Bowl" commercial contest. The Herberts' commercial, which included a crystal ball (actually a snow globe) that was thrown at a vending machine and a boss, was aired for the first time nationally during Super Bowl XLIII Sunday.

According to USA Today, the Herberts became the first non-advertising agency "to create the best-liked Super Bowl commercial," according to their fan ad meter.

"Two nobodies from nowhere," just walked off with one of the ad world's top honors, Dave said in the USA Today article this morning. We "beat the king of commercials."

The Herberts are two unemployed brothers from Indiana, whose ad for Doritos - created for an online contest for amateurs - won them $1 million from Doritos maker Frito-Lay. The brothers discussed their success on the Today Show Monday.

The contest had 1,900 entries, and five finalists were posted online - with the two top vote-getters airing during the game.

Ann Mukherjee, group vice president at Frito-Lay, was quoted in the same article as saying, "We were hoping for this. This is going to be the best million dollars we've spent at Frito-Lay. She added that Frito-Lay will have an "ongoing relationship" with the brothers. "They're now part of the family."

Dave graduated from Marietta with a degree in economics and played baseball for two seasons under Hall of Fame coach Don Schaly.

Dave said Monday afternoon that he and Joe were in demand for interviews from 6 a.m. to 2 p.m. "They had a satellite feed right here in the hotel and we stayed pretty busy doing interviews." He added that they'll be on The Tonight Show with Jay Leno on Tuesday.

Before devoting most of his time to the film business, Dave managed Pastime Park (a private athletic complex in Harrison, Ohio) for nine years until the family sold that business in 2008. Now he is focused on Transit Films ( with his brothers, as well as a co-founder for Jeezle Pete's!, a board game company launching their first game, Triviathon, this month (

Dave and his wife, Holly, reside in Morris, Ind., with their four children; Adrik (7), Jazlin (5), Nyah (3) and Onika (1).