This year it will run such ads for Pepsi Max and Doritos.

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The new shape will also be used for the 16-ounce bottles, which aren't as common, as well as Diet Pepsi, Pepsi Max and Pepsi Next.

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Plus, the fan who creates the highest-ranking Doritos or Pepsi Max ad will win a guaranteed contract to create an additional ad for the two brands in 2011.

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Through the fan-selected Pepsi MAX NFL Rookie of the Year award, Pepsi MAX puts the decision in the hands of the fans connecting them even closer to their favorite sport.

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The company's cola brand took a pass on the Super Bowl last year (the ad dollars instead went to a community advocacy project dubbed Pepsi Refresh), but both Pepsi Max and Doritos will be there sometime after the kickoff at 6:30 p.m.

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Of the sponsors, Pepsi Max sponsors the greatest number of awards, with three: the AP Offensive Rookie of the Year presented by Pepsi Max, the AP Defensive Rookie of the Year presented by Pepsi Max, and the Pepsi Max NFL Rookie of the Year.

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Ultimately, consumer votes will decide four of the six spots that receive air time during the Super Bowl, and in addition, Doritos and Pepsi Max executives will select a winning spot for their respective brands from among the 10 finalists, bringing the total number of spots airing on game day to six.

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