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The Super Bowl Ad That Led By Example

DreamingWithJeff - Rachel DeanThrough a unique partnership  that brought  Squarespace, Jeff Bridges, Wieden+Kennedy and Share Our Strength’s No Kid Hungry, they ran a campaign that helped feed one million children.

Television ads that are played during the Super Bowl are often met with about as much anticipation as the big game itself. The New York Times has reported that for the 2015 Super Bowl,  30-second spots started at a cost of $4.5 million. This partnership was designed to not only promote a single brand, but to also feed millions of America’s hungry children.

Squarespace, which is a build-your-own-website company, found a partner in actor Jeff Bridges to promote sleep tapes called DreamingWithJeff. Mr. Bridges has been involved in the anti-hunger community for many years. He agreed to participate in this marketing campaign granted that 100% of the proceeds benefitted No Kid Hungry. The advertising agency behind the work is Wieden+Kennedy, and they orchestrated a multi-media campaign with a social media presence.

The result was a unique product that reflected Jeff Bridges’ artistry and many tens of thousands of dollars to enroll kids in school breakfast. This effort will last for an entire year because every dollar enables them to feed 10 kids.

The lesson for all  Super Bowl advertisers and nonprofits: commitment to community and creativity are a winning mix.  The New Yorker rated it among one of the best of the Super Bowl ads.