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Reddit: Superb Owl by RGA

Agency: RGA
Client: Reddit
Date: Feb 2021
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Marking Reddit's first-ever Super Bowl ad (and TV commericial) it went for a 'blink-and-you'll miss' strategy. At five-seconds long, 'Superb Owl' is an unconventional approach to the typical big-budget, flashy commericials that typically roll out throughout the big game.

"Big game spots are expensive, so we couldn't buy a full one," reads the ad. "But we were inspired and decided to spend our entire marketing budget on 5 seconds of airtime."

Riding on the attention driven by the GameStop debacle, it wants to prove that the past two weeks have shown powerful things can happen when passionate communities come together.

Created by its agency of record, R/GA, Reddit rallied against the odds to produce this spot, in a matter of days.

Credits

CLIENT: Reddit

CAMPAIGN NAME: “Superb Owl”

AGENCY: R/GA California

R/GA

VP, EXECUTIVE CREATIVE DIRECTOR: Bryan Gregg

EXECUTIVE CREATIVE DIRECTOR, STUDIOS: Chapin Clark

CREATIVE DIRECTOR: Kevin Koller

ASSOCIATE CREATIVE DIRECTOR, STUDIOS: Kirstie Bones

ASSOCIATE CREATIVE DIRECTOR, COPY: Jocelyn McCanles

SENIOR COPYWRITER: Scott Steele

ART DIRECTOR: Ben Muckensturm

GROUP PRODUCTION DIRECTOR, STUDIOS: Hana Newman

MOTION DESIGN DIRECTOR: Felipe Mahalem

CONTENT PRODUCER: Janie Penney

SVP, MANAGING DIRECTOR: David Corns

VP, HEAD OF MEDIA: Ellie Bamford

GROUP DIRECTOR, MEDIA OPERATIONS: Liz Hart

MEDIA DIRECTOR: Faviana Campbell

MEDIA PLANNER/BUYER: Devon Bremer

VP, EXECUTIVE STRATEGY DIRECTOR: Yael Cersarkas

STRATEGY DIRECTOR: Kaitlyn Frysztak

VP, MD, CLIENT SERVICES: Cara Watson

ACCOUNT DIRECTOR: Parry Rominger

VP, EXECUTIVE PRODUCTION DIRECTOR: Julie Andrews

GROUP DIRECTOR, PRODUCTION: Catherine Hughes

SENIOR PRODUCER: Katie Cahill

DIRECTOR, BUSINESS AFFAIRS: Lynda Blaney-Smith

SENIOR MANAGER, BUSINESS AFFAIRS: Natalie Roback

REDDIT

CHIEF MARKETING OFFICER: Roxy Young

SENIOR MARKETING LEAD: Dong Chen

MARKETING SPECIALIST: Katie Ambrose

HEAD OF BRAND CREATIVE: Tavish MacLellan

CREATIVE LEAD: Chris Potts