One of PriceWeber’s Executive Creative Directors, Jeff Van Zandt, had a chance to write a Super Bowl commercial a few years back and he shares that lovely ordeal with us here…
These days, pretty much everyone is familiar with Doritos’ popular crowdsourced Super Bowl commercials. Brands utilizing their best advocates – their fans – to create content is now common practice, but back in 2006, it was (for the most part) unheard of.
As fate would have it, I was a part of creating one of, if not the first video crowdsourcing contest. I did this for HEB, the largest grocery store chain in the second-largest state in America (damn you, Alaska). The contest invited Texans to create and upload their own My H-E-B commercials for a chance to win swag and major prizes.
I was fortunate enough to have the opportunity/challenge of writing HEB’s 2007 Super Bowl spot with three-time Super Bowl champion and the NFL’s all-time rushing leader, Emmitt Smith. The catch was that we had to make the commercial appear as though Emmitt had shot the commercial himself impromptu (so as to set the standard for the campaign). And we had to show every department in the entire grocery store. And we had only four hours to do it. Good times.
Emmitt had just won "Dancing With the Stars,” so we, of course, had him go "disco grocery shopping.” Yes, it is true; I got to write the one and only disco grocery shopping song. Being that Emmitt Smith’s a deity in Texas, we could have had him read the phone book, and it would have been a hit. Nonetheless, this was far more entertaining, even though Mr. Smith declined our wardrobe suggestions, actually can’t dance at all, and the house lights had to stay on sans my disco ball.
Throughout all of this, not only did I learn Emmitt’s not-so-subtle fashion sensibilities, I also learned that a solid idea, well executed is far more important than scope of budget, celebrity and stage.
Now, with another Super Bowl quickly approaching, PriceWeber will be sharing our favorite Super Bowl spots from the last four decades. We welcome your input about some of your favorite Super Bowl commercials. Bring it.