We didn't want to make another Super Bowl commercial this year. We wanted to celebrate the families who were watching the Super Bowl, while they were watching the Super Bowl.
Which is exactly what we did.
By taking our Super Bowl commercial and making it theirs.
Moments before the Super Bowl started, across social channels and NBC, we let families know that instead of just watching Super Bowl commercials, they could be in one. In 10 minutes, we had over 24,000 Instagram photos from families across the country.
We then set to the frantic (but exhilarating) task of approving, clearing and editing together a 30 second tribute to family that I genuinely hope made a lifetime of memories for those featured in the spot.
The Pre Game.