Ogilvy and its Clients at Super Bowl LVIII

Ogilvy was proud to collaborate with seven clients on seven distinct campaigns for this year's Super Bowl, including three on the CBS broadcast (and one "swift" bit of per-game diplomacy), two on Univision, and two on the Canadian broadcast. Together, the spots display the power of creativity and working at the intersections of technology, brand, and culture to create impact. Here's how Ogilvy and its clients showed up across the big game:

CeraVe - "Michael CeraVe"

With more beauty brands beginning to enter the Super Bowl space, CeraVe and WPP Onefluence, led by an Ogilvy PR team in North America, created something extremely memorable with high impact. "Michael CeraVe" is a first-of-its-kind immersive campaign that invites everyone to participate in a memorable prank-like experience, only to be debunked on America's biggest stage - the Super Bowl - by CeraVe's dermatologists. The three-week campaign takes people on a journey from "CeraVe, developed by Michael Cera" to "CeraVe, developed with dermatologists." The brand partnered with famed actor Micahel Cera to spread an existing but unfounded rumor that he is behind CeraVe, fostered via social media videos and fake accounts. The intricately developed integrated campaign was executed across earned, paid and owned channels, including social media and influencers. In the days leading up to the Big Game, Cera went toe-to-toe with dermatologists and revealed his own Michael CeraVe commercial to 'prove' he's the master behind CeraVe. The truth came out during the Super Bowl-aired TV commercial, with Cera's claims debunked by a boardroom of CeraVe dermatologists.

Verizon - "Can't B Broken"

Verizon, Beyoncé and Ogilvy collaborated to create "Can't B Broken" and put the Verizon network to the test in the biggest way possible. On the biggest stage. With the biggest icon there is.

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Dove - "Hard Knocks"

Dove is back in the Super Bowl for the first time since 2006. New research co-commissioned by Dove found that 45% of girls drop out of sports by the age of 14 due to low body confidence. The #KeepHerConfident campaign spot is part of the Dove Self-Esteem Project and a new Body Confident Sport program co-developed with Nike - a first-of-its-kind, scientifically proven set of free tools for coaches co-developed by Dove and Nike to help build body confidence in 11-17-year-old girls. As part of this program, Dove partnered with Kylie Kelce and former quarterback Steve Young and his two daughters, as well as Venus Williams - all of whom lent their voices and experiences to inspire confidence in girls. The creative spot from Ogilvy UK is set to the Broadway classic song "Hard Knock Life," illuminating the pervasive issue of low body confidence among young female athletes, which unfortunately too often stops them from playing the sports they love.

Audi - "What Drives Us"

The Hispanic community is the fastest growing luxury segment in the U.S. Univision's first Spanish-language broadcast of the Super Bowl presented a unique opportunity for Audi to kick-off our first-ever, bespoke Spanish-language campaign, "What Drives Us." With this broadcast and our on-going "What Drives Us" campaign, we aim to reach an important and growing customer segment and position Audi as a prestigious and innovative EV brand. The creative will continue throughout the year on linear, streaming, and digital platforms. The campaign was directed by Wes Walker, the only person from Free the Work's 2023 Super Bowl shortlist, which spotlighted diverse directors with the qualifications to work on a coveted Super Bowl spot, to make his Super Bowl directorial debut.

Total by Verizon - "Totalmente"

Total by Verizon is a fast-growing prepaid no-contract wireless provider from Verizon. The campaign idea is centered around the idea that "with no compromises, switching is so easy that you can switch suavamente." The concept for the spot is based on the hit 90s Latin dance song, 'Suavamente', borrowing from the original music video's Y2K style to offer a kind of parody, adjusted for the brand - flipping the original song's romantic lyrics into a catchy and amusing tune about the perks of having a Total by Verizon wireless plan without commitments. The spot was directed by comedian and producer Fred Armisen. The spot also includes a surprise cameo by the actor Arturo Castro as a waiter.

H&R Block - "Life's Certainties"

Ahead of the Super Bowl, H&R Block Canada launched a nationwide campaign platform, 'Life's Certainties', that will run through tax season. (This is Ogilvy Canada's first campaign since being named H&R Block Canada's Agency of Record in May 2023.) The platform hinges on the importance of associating H&R Block with 'certainty - a kind of certainty you don't get when you do your taxes with the competition. The brand believes that certainty is exactly what Canadians are looking for in the current financial climate. The campaign depicts a number of humorous 'certainties' that people experience while highlighting the ultimate certainty that H&R Block will get Canadians the maximum refund, guaranteed - a playful contrast of situations and scenarios that might be considered 'sure things' at face value with actual offerings that H&R Block clients can count on.

TD - "Sit to Start"

Aired on the Canadian broadcast of the big game, "Sit to Start" aims to prove to skeptical Canadians that TD puts them first, by being the catalyst to help them move forward financially. The campaign signals a new strategic and creative approach for TD, leveraging humor and the iconic TD green chair - something nearly all Canadians will recognize - as a symbol of empathy and financial progression, and an expression of the brand meeting consumers where they are.

Embassy of Japan - Taylor Swift Statement

Ahead of Super Bowl LVIII, only one question was on everyone's mind. It didn't have anything to do with how the Chiefs or the 49ers might travel down the field to score a touchdown, but rather how plausible it was for Taylor Swift get from her Eras Tour stop in Tokyo to Las Vegas for the big game, in near-record time. Responding in real-time to a seismic cultural moment, the Embassy of Japan and Ogilvy D.C. collaborated to put together a statement, quelling fears of Swifties across the globe.