The Drum Awards Festival - Extended Deadline

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Client: Sabra
Date: Jan 2020
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Sabra made hummus history during Super Bowl LIV with the airing of its first Super Bowl commercial. The spot featured visually compelling sets and a jaw-dropping cast of 19 celebrities and influencers sharing their favorite and unique ways to enjoy hummus asking fans, 'How do you ‘Mmus?'

The Sabra commercial marks the first time a hummus brand has advertised in the Super Bowl. The spot was produced by VaynerMedia and features each of the celebrity and influencer talent dipping their favorite foods in the hummus flavor of their choice. Sabra fans can view the extended version here or in your social media feed with more than 450 social influencers sharing how they ‘Mmus. Consumers can share their own hummus pairs using #HowImmus which activates a custom Twitter emoji.

Talent Featured in Sabra Super Bowl Commercial (in order of appearance)

Ric Flair, Former Professional Wrestler

Meg Thee Stallion, Rapper

Miz Cracker and Kim Chi, Drag Queens

T-Pain, Rapper

Jaleel White, Actor

Amanda Cerny, Influencer

Boomer Esiason, Former Professional NFL Quarterback, Radio Personality/Spots Commentator

Kyle Giersdorf aka Bugha, first-ever Fortnite World Cup Solo Champion (Gamer/Esports)

Tway Nguyen, Influencer

Chester Cheetah, the official spokescheetah of Cheetos®

Zachary King, Influencer (known for his magic tricks)

Mel B., Former Spice Girl and TV personality

Becky G, Singer

Charli D’Amelio, TikTok Star

Doug the Pug, Influencer

Brittany Tomlinson, Influencer aka Kombucha Girl

Teresa Giudice & Caroline Manzo, Reality TV stars from Real Housewives of New Jersey


Agency: VaynerMedia

Client: Sabra

Chief Executive Officer: Gary Vaynerchuk

Chief Creative Officer: Rob Lenois

Chief Strategy Officer: Wanda Pogue

Chief Production Officer: Aaron Kovan

Executive Vice President: Lisa Buckley

Group Creative Director: Mimia Johnson

Associate Creative Director: Michael Danko

Senior Art Director: Courtney Hechler

Senior Copywriter: Abby Christman

VP, Client Services: Kaylen McNamara

VP, Client Services: Rebecca Conrad

Senior Account Executive: Kenny Cousins

VP, Integrated Strategy: David Cortés

Senior Associate, Integrated Research & Insights: Annie Berman

Agency Producer: Brian Schierman

Director of Business Affairs: Jaymie Lippman

Business Affairs Manager: Jessica Cohn

Director, Project Management: Rachael Sklaw

Project Manager: Patricia Perez

Production Company: Gravy

Director: Crobin Leo

Line Producer: Lisa Wieneke-Rich

Editor: Zoe Mougin, Rock, Paper Scissors

Color: Tim Masik, Company Three

Sound Mixing: Michael Marinelli, Sonic Union