Pros compete in Super Bowl, but amateurs create ad spots

Some big-time companies are forking over as much as $2.6 million for a 30-second ad spot during CBS' Super Bowl XLI telecast today. It's a figure that blows the mind of Jared Cicon, who estimates he spent, oh, about $150 -- give or take a few bucks -- to produce a homemade commercial that just might pop up on your TV screen.

Cicon, 42, a wedding photographer from Claremont, is among five finalists in a contest -- the winner of which will be revealed during the game -- to create a Super Bowl ad for Doritos,. He wrote, directed and starred in "A Chip Lover's Dream," a commercial that features a rock climber in Joshua Tree National Park who desperately tries to stuff Doritos into his mouth as he plunges off a cliff.

"I didn't keep a detailed ledger of my costs," said Cicon. "But I know there was a tank of gas, the fee to get into the park, lunch from Jack in the Box and, of course, I bought five bags of Doritos."