110 Million Eyes Glued to Tube Watching Super Bowl XLVI
06 February 2012
In a fiercely competitive game that saw Eli Manning and the NY
Giants beat Tom Brady and the New England Patriots, the Super Bowl
commercials went mano-a-mano vying for 110 million viewers'
attention. It was hard enough to tear yourself away for another
beer or more wings, let alone a bathroom break. Madonna's halftime
performance with Nicki Minaj, Cee Lo Green and LMFAO made you want
to get up and dance instead.
At $3.5 million for a 30-second spot, the stakes for advertisers
were very high. Our own U.S. teams - Mill NY and Mill LA - were
pleased to contribute to many of the Big Game's commercials,
bringing nothing but their best game.
We collaborated closely with top agencies and directors to create
VFX for returning veterans like Budweiser and Honda, as well as
brands that came of age in the New Millennium like cars.com and
CareerBuilder. We also worked on two NFL spots and created an
evolutionary timeline for
NFL.com via Grey NY, as well as commercials featuring renowned
celebrities like Matthew Broderick, who paid homage to his
breakthrough role in Ferris Bueller's Day Off with RPA's 'Day Off'
for Honda CR-V.
In true Super Bowl tradition, we collaborated again with Grey NY
and Venables Bell & Partners (respectively), on E*Trade
'Fatherhood' featuring the deadpan hilarious E*Trade
baby, and Audi 'Vampire Party' - a nod to the stylish new Audi
S7. Also included in Mill Super Bowl fare, entertaining spots
for Bud Light Platinum, Lexus, Toyota and Shaw.
And with that, we're off to put our feet up and watch Ferris
Bueller...!
Re-live our Super Bowl commercial highlights here: Super Bowl
2012
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