Bai’s Super Bowl Spot
From a crazy request to job done in 3 weeks.
BYE, BYE, BAI- BROADCAST FILM
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CREATIVE DIRECTION, COPYWRITING
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BYE, BYE, BAI- BROADCAST FILM / CREATIVE DIRECTION, COPYWRITING /
In late December, Bai suddenly found themselves with the opportunity to create a commercial for the Super Bowl. Still a relatively unknown upstart, we were tasked with taking Bai’s quirky tone and using it to increase brand awareness in a spot with stopping power. So we took one of the world’s most iconic singers and him say…. nothing.
The Scope: One Super Bowl Spot
The Results
When you’re a challenger brand like Bai with a limited annual budget, you need to make damn sure a $4 million TV ad can make an impact that lasts for the entire year and beyond- not just 30 seconds. And we got every penny’s worth and then some. Using both paid and organic social media, real-time responses on gameday, and an artfully orchestrated media plan that turned Justin Timberlake’s social reach into a media channel in itself.
The result? Almost 14 million views and 400 million social impressions. Over 4 billion media impressions. And a brand conversation that stayed at the forefront of people’s minds all year long. That may sound crazy, but it ain’t no lie.
We won some hardware too…. Cannes shortlist, D&AD, Communication Arts.
Then it was time to break up with sugar
After the Super Bowl spot became a hit we were asked to capitalize on its success by creating a fully integrated campaign leveraging the commercial. Having just used the world’s best break-up song to increase the brand’s recognition, we decided to use Justin Timberlake to help our drinkers break up with sugary beverages. We created an omnichannel campaign to spread our anti-sugar message in digital, print, and OOH.
The Scope: Digital Marketing, OOH, Print, Social
