Think you've got what it takes to create a Super Bowl-worthy TV spot?

Chip maker Doritos does. The latest brand to jump on the consumer generated content craze, Doritos is conducting a contest online letting snack fanatics submit their own :30 second video spots best representing the brand.

Alka-Seltzer, Chevrolet and the NFL itself are also reportedly airing consumer generated content during Super Bowl XLI.

In the Doritos promotion, brand police select finalists based on subjective criteria like "creativity" and "overall appeal" (and of course, adherence to the "no naked people" rule), and America gets to vote for their favorite finalist's short to appear in Doritos' slot during the big game -- reportedly worth more than $2.6 million this year.

While the keys to the Frito-Lay marketing machine haven't been totally turned over to the masses without some restrictions in place, it's noteworthy to see companies giving brand loyalists a bigger say in one of the most hyped advertising venues around.

If the NFL exists in some form 50 years from today, one can only imagine how we'll be enjoying games, and how marketers will be capitalizing on the Super Bowl's captive audience to deliver branded messages.

One thing's for sure: consumers and brand enthusiasts will play increasingly active roles in the creation of their marketing messages and most visible campaigns.