The ad that won a Super Bowl*

The year Russell Wilson went to Super Bowl XLVIII as a second-year NFL quarterback, he was a brand ambassador for American Family Insurance. We told them that the occasion merited a spot during the big game, and they agreed. We quickly came up with the concept of Russell spending a quiet moment of reflection on the field the night before the game, and filmed at Qualcomm Stadium, where the game would eventually be played. We began with an integrated social media campaign to engage current followers and reach new ones, and the response was tremendous, with several thousand new Twitter followers and high engagement levels on Facebook and Twitter. I’m not sure that the spot helped him win the game, but I’m not not sure, either. Voiceover by the legendary Harry Belafonte.

*Ad may not have won Super Bowl