Born in Cincinnati and raised in southeast Indiana, Joe Herbert is best known for co-writing and co- producing (with brother Dave Herbert) the Doritos "Crash the Super Bowl" commercial contest winner entitled "Free Doritos!," which was named the #1 Super Bowl commercial of 2009. This spot premiered during the Super Bowl game and made advertising history claiming the distinction of being the first time in ten years that any commercial was able to unseat Anheuser-Busch for the top spot, as judged by USA Today's Ad Meter.
In addition to "Free Doritos!" winning out over 4,000 other nationwide filmmaker submissions to the "Crash the Super Bowl" contest, the Herbert brothers were further honored as the only filmmaking team at the time to have two commercials selected as a top five finalist in this contest over a multi-year period (2007 and 2009). Before winning in 2009, Joe and Dave co-wrote and co-directed their first television commercials and submitted them into this contest in 2007. These comical commercials, entitled "Ultimatum" and "Duct Tape," ranked in the top eight out of over 1,000 entries. The latter finished in the top five, and was selected by Frito Lay to air as part of Doritos' 2007 national campaign.
Following the 2009 Super Bowl, the Herbert brothers were guests on the Tonight Show With Jay Leno, The Today Show, Good Morning America, and countless other television and radio programs, on which they were recognized for their uncommon achievement. This humorous 30-second commercial went on to win AdWeek.com's "Viewer's Choice" award as the #1 Super Bowl commercial of the decade.
The eldest of five sons, Joe Herbert graduated from Purdue University in 1997 with a Bachelor of Arts degree in Visual Communication Design. Following graduation, he founded EI8HT LEGS Web Management Company, Inc., a website design firm that he eventually sold to Enhanced Telecommunications Corporation (ETC). Additional to his commercial and filmmaking activity, Herbert has co-invented several card and board games including the board game, Triviathon®, which as noted earlier, was named by GAMES magazine as the number one new party game in the country in 2010. Also as noted earlier, Triviathon® is a three-time "Game of the Year" winner (2009, 2010 and 2011) as named by Creative Child magazine, and is the recipient of many other significant awards.