The ads will be reviewed by a panel of judges from the film, television and advertising industries, including Strawberry Frog CEO Scott Goodson; Six Feet Under cinematographer Jim Denault and actor Freddy Rodriguez; Charlie's Angels and The OC director/producer McG; Partners director Geo Santini; Prime director/writer Ben Younger; and American Pie producer Warren Zide.
Submissions can be either live, animated or Flash-based. Basically, Firefox is looking for you to bring the browser "to life for the millions of Web users who have yet to discover Firefox and the better Web experience it delivers." In terms of guidelines, its best says Firefox to concentrate on a branding level more than at a features/benefits level. Going on about "an improved Web experience" is probably the sort of thing being sought after.