WPP at Super Bowl LIV

The Super Bowl LIV’s audience of around 100 million global viewers were treated to a celebration not only of TV advertising but modern marketing in all its forms.

The Big Game acts as an annual showcase for our creativity, and, as this year’s game saw the Kansas City Chiefs (who haven't been in the game since winning Super Bowl IV in 1970) triumph over San Francisco 49ers, viewers were not only regaled with standout WPP TV spots but also work that went way beyond brilliant ads.

From ads to interactive experiences and social activations, here are just a few examples:

DAVID Miami: Budweiser

Challenging stereotypes and celebrating the American spirit by putting the spotlight on ordinary people doing extraordinary things.

Grey New York: Pringles

Featuring animated pop culture phenomenon Rick and Morty with a hilarious/disturbing new spin on “flavor stacking” chips.

VMLY&R: Dick’s Sporting Goods

When something big happens on the field, social media users reach for the right GIF. VMLY&R created a library of reaction GIFs highlighting Chiefs and 49ers gear from Dick’s Sporting Goods, backed by a campaign featuring social activations, influencers and paid support.

Grey Midwest: P&G

For the first time in its history, P&G brought together seven of its iconic brands in a 60-second commercial during the game. Consumers were able to direct the action via the interactive site WhenWeComeTogether.com.

Mindshare: Volvo

Supporting VolvoSafetySunday.com online and on social with the hashtag #VolvoSafety. If a safety was scored during the game, Volvo pledged to give away $1 million in cars to celebrate the over one million lives saved by Volvo safety innovations.

DAVID Madrid + Miami: Turkish Airlines

The first ever Super Bowl ad from a Spanish agency. DAVID Madrid (in partnership with DAVID Miami) created a 30-second spot for Turkish Airlines, which is also the first Turkish brand to be featured in the game.

Grey New York: Frank’s RedHot

Last year, Frank’s RedHot dominated social, winning Twitter’s “Interception Award” for driving the highest percentage of branded conversations during the game. It was back again this year with another irreverent activation from Grey to celebrate the brand’s 100th anniversary.

Deeplocal: NFL

In partnership with Twitter and the NFL, Deeplocal asked fans to tweet messages to their favourite players and teams using #NFLTwitter. These tweets were then printed in real time on confetti and made up the confetti at the end of The Big Game.