Seven days before Super Bowl XLVII, Volkswagon set off a media firestorm with a commercial featuring a white Minnesotan who, in a flawless Jamaican accent, encourages his coworkers to be more laidback. Instantly, debate raged… high humor or racial stereotyping? Who better to arbitrate the issue than Red Stripe, the beer universally recognized as the embodiment of the Jamaican spirit and celebrator of positivity? The constraint? Six days to game day. Six days to a 100MM audience. No “super” budget.
With only 144 hours on the clock, we created a brand newsroom that conceptualized, scripted, cast, filmed, edited, launched, provided real-time commentary, and drove strategic media support behind a focused brand campaign to gain an unfair share of voice on the biggest advertising stage of the year..
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