4Creative offers UK Super Bowl viewers the perfect excuse to miss work with online sickie service
NFL fans in the UK planning to stay up late on Super Bowl Sunday can avoid a bleary-eyed Monday at work, thanks to 4Creative’s Super Sickie Service. Broadcasting live on Channel 4 on Sunday 2 February, 2014’s Super Bowl XLVIII runs through the night into Monday morning- coinciding with the first Monday in February, which reportedly sees the highest number of people calling into work claiming to be sick than any other day of the year. In response, 4Creative came up with the tongue-in-cheek campaign and launched the website yesterday (23 January). The Super Sickie Service, which is made up of three key areas, shows viewers how to: ‘get the perfect excuse’ by choosing from a selection of six 24-hour “illnesses” complete with symptoms, sufferer support pages and a downloadable sick note; the ‘how to pull the perfect sickie’ area features a video which includes top tips for pulling off the perfect sickie; and ‘the big game and enjoying your day off’ section hosts links to Channel 4’s NFL content along with a Spotify playlist and links to Channel 4’s 4oD. Dave Ward, creative director of Realise, who collaborated on the campaign, explained: “We worked closely with the 4Creative team, and you can imagine some of the conversations. Turns out, we creatives have had a hangover or two in our time. The team here at Realise designed and built the responsive campaign site and we are really proud of it." 4creative are also responsible for the Super Bowl’s on-air campaign on Channel 4, which launched 23 January.