Doritos is upping the prize for its annual "Crash the Super Bowl" contest, bringing in Michael Bay, a big name movie director who is no stranger to crashes himself.

The Frito Lay snack chip brand's seventh annual contest allows viewers to submit their own Doritos commercials. Fans vote on their favorites to appear during the big game on Feb. 3.

If the ads score well on the USA Today Ad Meter, which measures the popularity of Super Bowl commercials, contestants win cash prizes of up to $1 million.

And the top winner gets the chance to work with Bay, known for such films as "Pearl Harbor" and "Armageddon," on the next "Transformers" movie.