Ad of the Day: Heinz believes there’s a huge problem with the Super Bowl LVII
Each year, many football fans are a little bit confused by the Roman numerals presented to them during the big game.
Thankfully, Heinz is setting the record straight with its ‘LVII Meanz 57’ Super Bowl campaign. The distinctive red condiment has had the number 57 on its label for over 100 hundred years and firmly believes that the tournament should just use numerical formats that everyone can get on board with and understand.
To double down on its point, the brand is asking the public to weigh in on what they think LVII means, and the results are pretty funny.
In one clip, a very confident man spells the numerals out and confidently concludes it means “Livvi”. The point that Heinz, and its creative agency partner Rethink, is trying to make is that it’s an outdated format and we need to move on.
The campaign is being amplified with a social media competition where participants can win a limited-edition bottle of Heinz.
Credits
Rethink
Chief creative officers: Aaron Starkman and Mike Dubrick
Chief strategy officer: Sean McDonald
Creative director: Zachary Bautista
Associate creative director: Geoff Baillie
Writers: Geoff Baillie and Phil Coulter
Art directors: Zachary Bautista and Stefan D'Aversa
Strategists: Julian Morgan and Emma Bayfield
Producers: Nadya MacNeil and Kate Spencer
Digitial producer: Kate Spencer
Print producer: Kate Spencer
Studio managers: Brad Kumar, Justin Chan and Kostas Loukopoulos
Account directors: Jamie Sutherland and David Greisman
Account manager: Rachel Cloth
Account lead: Jamie Flatow
Production: R+D Productions
Post-production/ VFX: R & D Post
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week.