Doritos' Super Bowl spots-making contest has ended, but the brand continues the competition in the U.K. with its 2010 launch of the King of Ads campaign. Would be British commercials makers are invited to submit their homemade ads to the Doritos U.K. site for a chance to win up to £200,000.

Participants can submit their ads through April 30. The public will then vote on the submissions from May 29th through June 10th, and the top 15 winners will get a chance to present their work in front of an American Idol Style-panel, with actor/director/writer Noel Clarke, TV/radio presenter Lauren Laverne and O Positive director David Shane playing the parts of Simon, Randy and Paula.

The panel will then decide on the top three ads, which will be thrown back to the audience for another vote. The winning spot will air on British TV in June through July. Its director will earn £100,000, and then an additional £1 for every vote they receive up to an additional £100,000.