There are now three competitions going on revolving around the 2007 Super Bowl. There's the game itself (often an after-thought), there's the contest Chevy's holding among college students asking them to create a 30-second Super Bowl commercial. And now there's a similar quest by Frito-Lay. The snacky chip maker is looking to engage 18 to 24 year olds and, since that's the group that responsible for a lot of the consumer-generated content on the web, the company is hoping this is the way to do it. By ceding a share of the control over the advertising, Frito-Lay is hoping this will get people involved and interested, giving them a share of the success of the brand. They're not giving consumers completely free reign, though. There's a "creative brief" people will have to work from in order to qualify. Entries can be uploaded to Yahoo Video between Oct. 2 and Dec. 1 and spots will be reviewed by Yahoo to make sure they are eligible for submission.