Helpful Bowl

Our client wanted a regional Super Bowl spot that showed how helpful they were during the year. We told them no. Instead, we made them promise that for every advertising cliché that appeared during any Super Bowl commercial, they would donate money to the Boys & Girls Clubs of Southern California. Sounds crazy, but they loved it. We ended up donating $302,138 for all the clichés and got 11 million social impressions on the day of the game, on top of all the news coverage this helpful promotion received.

We also knew all the Super Bowl advertisers would release their spots online before the game, so we created 15 second pre-roll ads that would run in front of their ads. Trolling Level: Expert.