Pytka To Direct Consumer Generated Spot

According to Ad Age, Joe Pytka–the most famous commerical director on earth–will deign to direct a spot conceived by a consumer of NFL football.

Gino Bona of Portsmouth, N.H., is the winner of the NFL’s promotion that gave fans the opportunity to determine one of the league’s 30-second spots that will run next month in Super Bowl XLI.
Mr. Bona, who works as a sales director at the Garrand & Co. marketing firm in Portland, Maine, traveled to Giants Stadium in East Rutherford, N.J., in November to pitch his idea to a panel of judges. Under the tagline “It’s hard for us, too,” Mr. Bona’s idea described several scenes of fans’ reactions as the Super Bowl comes to an end. After the game, fans pay season-long bar tabs and console one another as they struggle with the fact that there will be no more NFL games for another seven months.

The NFL received more than 1,700 submissions by fans for the promotion. It was backed by a national TV spot from GMR Marketing that first aired Nov. 5.
Mr. Bona will be flown to Los Angeles next week to be on the set for the commercial. He also receives a prize package that includes airfare to South Florida for himself and a guest — along with two tickets to Super Bowl XLI.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. wow. a sales director from a marketing firm gets to watch the ad agency and pytka direct his idea, no doubt using highly-skilled union talent and crews. now that’s real consumer-generated advertising in action.

  2. More importantly, a “regular folk” will experience the joy of being chewed up and spit out by Pytka – almost as famous for his abuse of others as he is for directing some great spots of the 80s and 90s.
    It only makes sense, I suppose. If consumers are going to create commercials, they should endure the same kinds of abuse that comes down on the heads of writers and art directors.

  3. didn’t they do a spot like this a few years back where all the players sang “tomorrow, tomorrow”? feels pretty similar. just with a boys II men groove. boys II men, now those dudes could throw it down.