As we landed in Arizona for Super Bowl XLIX, the infamous line from This is Spinal Tap was all we could think about.
“These go to eleven.”
With over 100 million people simultaneously watching a single event, the Super Bowl is the stage where successful brands “take it to the next level” (or eleven) with ads, early ads, teasers for ads, additional content, player and celebrity endorsements, online engagement, stunts and events. It gets a little crazy. For example, our Skittles client was so excited for their very first Super Bowl Ad, they generated buzz by tailgating with Kurt Warner four weeks early. Now that’s taking it up a notch! The video was shot in Glendale, in the empty parking lot where the Super Bowl would be held four weeks later.
Skittles was just getting warmed up! On Monday, January 26, they released the Marshawn Lynch interview.
The video had several vital components for viral success. It was authentic, because Marshawn Lynch loves Skittles. It was exclusive and controversial, because Marshawn Lynch had famously refused media interviews. It had superb timing, because it was released about 24 hours before the Super Bowl Media Day where Marshawn answered 29 questions with “I’m only here so I won’t get fined.” And, if you were a) a Marshawn Lynch fan, or b) a Skittles fan, it had authentic, unscripted humor that made you laugh and want to share.
Skittles followed that up with a very respectable and funny showing in their first-ever Super Bowl commercial about a small town community who settles things, “the usual way,” by arm wrestling.
In previous Super Bowls going back to Super Bowl XXXII in 1998, we produced and distributed a variety of video content for veteran NFL brands such as Chunky Soup, Got Milk?, Breathe Right, Pork, Snapware, Quaker, LG, Head & Shoulders, Coca-Cola, Kraft, Sharpie, Degree, M&Ms and Snickers.
While Skittles, for sure, was the bell of the ball this year, we weren’t done quite yet. Our Head & Shoulders client came up with this example of brand journalism working with Pittsburg Steeler Brett Keisel to break through the clutter on Media Day by asking some very “hairy” questions.
Maybe you remember Super Bowl XLIV and Betty White’s appearance in one of the most memorable Super Bowl commercials of all time.
We shared footage and booked TV interviews for Betty before the now-famous Snickers spot ran during the Big Game. She was so sweet and we helped her share her story on her way to an epic Hollywood comeback.
In fact, according to Unruly’s Viral Video Chart of Best Super Bowl Commercials of all time, we’ve supported three of the most-shared Super Bowl commercials of all time with additional content, including live TV interviews with the animated brown M&M voiced by Vanessa Williams.