Perdue Foods (with AOR Colle McVoy)
- Winging It with Wayne Brandy
Date
- February 2025
Chasing Chaos: How We Upended the Super Bowl
The Super Bowl is the absolute holy grail for chicken wings, with over 1.4 billion consumed on game day alone. But instead of following the standard playbook of scripting a multi-million dollar ad months in advance, we wanted to do something incredibly risky: We wanted to “wing it.”
As Creative Director, my team partnered closely with our agency, Colle McVoy, to execute a first-of-its-kind, four-hour unscripted variety show that livestreamed in real-time during the game. To pull off this high-wire act and launch our Air Fryer Ready Crispy Wings, we brought in the legendary Wayne Brady to improvise on the fly, reacting directly to the live game and fan inputs.
It was a chaotic, beautiful, and high-stakes collaboration. By breaking the traditional broadcast mold and leaning heavily into spontaneous social interaction, our joint team achieved some staggering results:
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429.2 million total impressions
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7.9 million live views on game day
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An unprecedented 87% social media engagement rate
Steering this project alongside Colle McVoy proved that when you trust your creative instincts and embrace real-time spontaneity, you can cut through the noise of the biggest media event of the year.
