Red Stripe: Commercial Bowl
Super Bowl Consumer Promotion & Earned Media Campaign________________________
Connecticut Ad Club - Best Visual Promotion
Role: Concept, Creative Direction, Video Direction
The Problem
Brands that are not official Super Bowl sponsors cannot legally reference the game in advertising, making it difficult for smaller brands to join the cultural conversation surrounding one of the year’s biggest media events.
The Solution
• Created Commercial Bowl, a parody campaign celebrating the real competition during the Big Game: the commercials
• Developed a consumer contest encouraging audiences to create and upload their own Red Stripe commercials
• Produced humorous broadcast, DRTV, and short-form content to drive participation and social engagement
• Used self-aware humor to position Red Stripe as an underdog brand with a distinctive voice
The Result
• Generated unusually high levels of consumer participation and user-generated content
• Produced one of Red Stripe’s strongest social engagement campaigns to date
• Expanded earned media visibility during a major cultural event without official sponsorship rights
The Impact
Positioned Red Stripe as a culturally relevant challenger brand by turning budget limitations into a consumer-driven engagement opportunity.
Insider Commercial
To help launch the campaign and encourage consumer participation, we created a series of intentionally low-budget parody commercials inspired by the awkward, deadpan humor of British street-prank television.
Distributed as broadcast spots, short-form videos, and digital content, the commercials acted as social “starter fuel,” driving audiences to create and upload their own Red Stripe Big Game ads.
Distributed as broadcast spots, short-form videos, and digital content, the commercials acted as social “starter fuel,” driving audiences to create and upload their own Red Stripe Big Game ads.
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Consumer Submission Commercials
Consumer-created commercials became the center of the campaign, extending engagement through user-generated content and social sharing.
The best submissions were featured across campaign channels, transforming audiences from passive viewers into active participants while reinforcing Red Stripe’s playful challenger-brand identity.
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