In the spot, Haddish extols the benefits of shopping with Groupon and supporting local businesses. In 'Who Wouldn’t,' Haddish is seen walking down a typical Main Street, asking the question: “What kind of person wouldn’t want to support local businesses?” Flash to the villainous rich guy who doesn’t need to save money or help smaller merchants saying he wants to close small businesses down, then promptly gets a football kicked into his sensitive regions.
The ad positions Tiffany as the smart, savvy consumer who uses Groupon every day to save money and help local businesses in her neighborhood – and feels good about doing so – against the soulless rich guy who fails to understand the value of supporting a family-run local business.
The advertising was done by agency-of-record O’Keefe Reinhard & Paul (OKRP) and media by Blackwood Seven.
The big game spot follows a series of television and digital ads announcing Haddish’s role with Groupon and her signature savvy shopping suggestions told through a wide variety of digital channels and social media posts. She is a verified Groupon “super user” who ranks in the top 1% of all Groupon customers.
“The Super Bowl is an opportunity to tell a more meaningful story about what Groupon stands for, beyond its offers and everyday savings,” explained Matt Reinhard, executive creative director at OKRP. “Consumers today buy into a company’s mission and for Groupon that story is its support for the local marketplace. This is a big stage to tell a story about the little stage, the local neighborhood, one that we believe Super Bowl viewers care about.”
Added Groupon’s chief marketing officer Vinayak Hegde: “We have a very funny concept that combines Tiffany’s trademark sense of humor along with her authentic enthusiasm for Groupon. She was a natural at conveying our passion for building amazing communities through successful small businesses, and she’s a great fit for the big stage that is the Super Bowl.”
Before the game, OKRP has created over 20 long and short form digital videos, gifs, stills, radio, social and digital engagement forms of content and will help manage social during game day. The ads will air across digital channels and social platforms that follow Haddish's Groupon adventures, from spa visits, to dining out options, to great vacation packages. Tiffany’s most famous Groupon experience, a Cajun Swamp Tour, booked with an A-List couple while in New Orleans shooting Girls Trip, was what got her noticed by Groupon as she told her story to Jimmy Kimmel on his late night talk show. More of her spots will roll out for Valentine’s Day and beyond.