p&g // super bowl liv
| Cannes, One Show & Gerety Shortlist | Gold Addy & Andy Award |
The first interactive, multi-brand commercial was released in 2020 (the before-times 2020, not the still-happening, doom-spiral 2020). It was written by a particularly lucky 23 year old in partnership with the creators of Black Mirror: Bandersnatch.
And then it was handed over to anyone in America with internet (and a dream!!) to help compose the final spot before it aired on advertising’s biggest stage.
the case study
AKA the thing we sent to people to see if they’d give us a gold star for it
AKA AKA your way of not reading the rest of this page (which, rude, but I get it)
the :60
After a week online, 268,800 minutes of interactive play, and encouragement from stars, here’s the spot America created and was aired Super Bowl Sunday.
We released a three and a half minute interactive film a week before the game for America to watch, play, rewatch, and play again. Based on their choices in the interactive version, our eventual 60 second cutdown was chosen mere moments before airing.
how we got to sunday night
From social posts, viewers were taken to our microsite and engaged in 268k+ minutes of user creation.
Writer’s note: to create an interactive concept for ad use, we gave every actor and brand (7 of each) time to shine regardless of what path was chosen so, in total, 64 specific scripts were crafted for this project.
And on a night filled with brand-gags, bizarre collabs, and a peanut funeral… the spot was a hit!
PRESS: The Drum, Fox, Google Trends
