Super Bowl spots take months to create. Or not.
According to Lewis Lazare, Chicago’s Element 79 put one together in a hurry for their client Frito-Lay. Creative Director, Phil Gant, at the agency all of a week, went to Chief Creative Officer, Dennis Ryan, with his pitch a mere eight days prior to the game.
Gant, who had been chief creative officer at BBDO/Chicago, wanted to do a commercial showing groups of people in different settings watching the game. As the commercial progressed, we would see that all the people were African Americans. A message would appear on screen asking “Who’s winning?,” followed by the answer “We all are,” before a final reminder to “Enjoy the game.”
Ryan was immediately taken with the concept. Within an hour, Ryan had sold the spot to Element 79 client Frito-Lay. That left Gant just days — about four, give or take — to get the spot made and approved by Frito-Lay, CBS and the NFL.
Of course, the spot isn’t going to collect any trophies in the south of France. The Coca-Cola Black History Month spot was called “painfully contrived and expected” by one informed observer. Yet, I prefer that execution over the one above. Still, it is a wonder that Element 79 moved as fast as they did.