"We love to make people laugh," Taranto told Fox 35's John Brown.
Taranto encourages fans to vote for "Fetch" at VoteForFetch.com twice a day -- once on a desktop computer and once via mobile or tablet -- to help their Doritos ad win the grand prize: an airing during the Super Bowl on February 3, 2013, plus a shot at $1 million.
Ten percent of any winnings will be donated to the humane society, he said.
Taranto and his team will be at the Superdome in New Orleans for the game, but he said they'll be too nervous to watch it. They won't know whether their ad won any earlier than anyone else.
"We'll be sitting there at the Super Bowl, not watching the game but watching it on the TVs, going, 'Is our ad going to air?' " he said.
And what will he do if they win?
"I will probably jump out of the suite we have at the Dome. The game will be over, and I'll still be sitting there [in shock]," he said.