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We always knew Lonely Island was cool

Posted By Deborah Lee On Feb 2, 2012 @ 11:17 pm In News | Comments Disabled

As the weekend comes up, the excitement surrounding the Super Bowl [1] seems to be rising. Even if you aren’t a sports fan, it’s at the very least an excuse to hang out with your friends and procrastinate on anything productive. This year, in particular, the Super Bowl has been beneficial to the city of Berkeley. Doritos donated $250,000 to the Berkeley Unified School District [2] due to their collaboration with the comedy troupe, Lonely Island [3], for their “Crash the Super Bowl [4]” contest.

Ah, Lonely Island. Known for their classic skits – such as the music video above with the wonderful euro-dance beat and deep, emotional lyrics – the three members (Akiva Schaffer, Jorma Taccone and Andy Samberg) were native Berkeleyans before launching their career in Los Angeles.

The comedy group collaborated with Doritos’s “Crash the Super Bowl Competition” in which participants submit their own ads and one winner is chosen by popular vote to have their ad aired on national television during the Super Bowl. The winner also has a chance to win $1 million if the ad scores the top spot on the US TODAY Ad Meter [5] or the USA TODAY Facebook Super Bowl Ad Meter [6]. Originally, Lonely Island was going to submit their own Doritos ad, but decided to give up their spot for an additional second winner to also air their ad during the Super Bowl. The second winner will be chosen by the Doritos brand team and Lonely Island.

In return for Lonely Island forfeiting their chance to win the $1 million prize which they intended to give to the Berkeley Unified School District for charity, Doritos decided to donate $250,000 to the district on their behalf. Such a smooth PR move, but at least it benefits local schools!

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URL to article: http://clog.dailycal.org/2012/02/02/we-always-knew-lonely-island-was-cool/

URLs in this post:

[1] Super Bowl: http://www.nfl.com/superbowl/46

[2] Berkeley Unified School District: http://www.berkeleyschools.net/

[3] Lonely Island: http://www.thelonelyisland.com/

[4] Crash the Super Bowl: http://www.crashthesuperbowl.com/#

[5] US TODAY Ad Meter: http://www.usatoday.com/money/advertising/admeter/2011/super-bowl-ad-meter/43271432/1

[6] USA TODAY Facebook Super Bowl Ad Meter: http://www.usatoday.com/sports/football/superbowl-admeter

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