Two Super Bowls.
Both validated on social first.
Planters
Year One: The tweet that became the brief.
Most Super Bowl work is secret: locked down for months, revealed only on launch day. We did the opposite. In October, months before the game, we tested our idea live on Twitter. It was a hit, and further validated our insight, that how you eat mixed nuts is actually a heated debate. That became the brief and scaled directly into the brand's Super Bowl campaign.
The tweet that validated the idea would resonate with the audience.The Super Bowl spot.Year Two: The audience behavior that became the brief.
The next twelve months we dissected the Planters audience: what made them laugh, what they shared, what elicited comments. The theme pointed to one thing- peanuts deserved to be roasted. Now roasting a hundred-year-old brand icon is the kind of idea that usually dies in a client meeting, but we showed that it already was a success for their audience. Soon we found ourselves writing alongside the Roastmaster General Jeff Ross and his dais of comedians for a 12-minute The Roast of Mr. Peanut on Tubi, with a Super Bowl spot promoting the show.
Pre-Game Super Bowl spot with Jeff Ross.
The Roast of Mr. Peanut