Super Bowl Campaign: QBSS+
In a pitch-off against three other agencies, we won the opportunity to make a Super Bowl campaign that showed a funnier side of safety.
The 2018 NFL season was marred in controversy thanks to a new rule that made touching, much less tackling, quarterbacks nearly impossible. Safety had become the hottest topic of debate in the NFL fandom. This was Lexus’s moment.
We created a campaign around QBSS+, a suite of safety technologies loosely based on Lexus’s industry-leading LSS+ safety system. With innovations like airbags in the pads, a blind side monitor and anti-heckling tech in the helmet, we made sure precious quarterbacks were finally untouchable, literally.
There was one catch to this campaign. We weren’t buying in-game airtime (we did buy spots AROUND the game). Lexus wanted this campaign to ride the hype of Super Bowl ads without actually spending the millions for the media buy. So, we created a spot and supporting media that rolled out and marketed like a real Super Bowl spot.
The results were some of our best ever. Our :30, which ran on broadcast around the game but not in, earned 19 million views on YouTube. Somehow, our :15 got 4 million. Many brands have tried to leverage the Super Bowl but not buy airtime, and our QBSS+ video became the most viewed non-Super Bowl, Super Bowl ad of all time. Follow that?
It felt so much like a Super Bowl ad that it was covered like a Super Bowl ad.
Lexus Quarterback Safety System+: Next-generation QB Protection