Expensify will premiere its first-ever commercial during America's big game with some of America's biggest stars.
The expense management platform will air a 30-second commercial during the second quarter of the Super Bowl on 3 February with Grammy award-winning rapper 2 Chainz and actor Adam Scott to put an "entertaining and elaborate twist" on the tedious task of filing expense reports.
“Given that we have more customers than the rest of the industry combined, people are surprised to learn that we got here entirely without advertising,” said David Barrett, founder and chief executive officer of Expensify. “We’ve grown 100% through word of mouth, but life’s too short to let others do the talking, and what better place to grab the mic than the Super Bowl?”
The Super Bowl spot, developed by JohnXHannes New York, will be part of Expensify's larger, multichannel 'You Weren't Born To Do Expenses' campaign, which will run beyond next month's Grammy Awards. The campaign will include digital and film content, takeovers and digital banners, and out-of-home ads.
One bit of the campaign is already out: a four-minute Expensify This music video.
Scott plays the head of finance for a record label who's excited for a dope music video, but says what's even "more dope" is saving your receipts.
2 Chainz falls asleep to the dull talk of expenses, until music swells and he reappears to rap about the glamorous lifestyle of proper money management.
“We want everyone to experience Expensify, so they can get back to what they truly set out to do," said JohnXHannes executive creative director Hannes Ciatti. "The world’s first music video you can expense with 2 Chainz is basically the greatest and most fun product demonstration ever. We engaged the best music writers and musical talent and developed a legitimate rap track."
Andreas Nillson of Biscuit Film Works directed the tongue-in-cheek music video. To watch it, click the creative works box below.