p&g // super bowl liv
| Cannes, One Show & Gerety Shortlist | Gold Addy & Andy Award |
The first ever interactive, multi-brand commercial was released in 2020. It was written by a particularly lucky 23 year old in partnership with the creators of Black Mirror: Bandersnatch.
the case study
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. 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
