How David Miami made three of year’s biggest Super Bowl Ads

Budweiser, Devour and Burger King; some of the biggest brands in the F&B industry turned to David Miami for its Superbowl ads. For an agency, getting a single Superbowl ad is a big big deal, an impressive addition to the portfolio- a career peak for the people working on the ad.

Now with all that in perspective, David Miami had to make three ads to be aired in a single game, with an employee strength of 46. This isn’t normal, but for David Miami, it was a reality.

David Miami made a name for itself in 2017 for its Heinz Super Bowl spot, Wiener Stampede.

Budweiser’s ad about commitment to renewable energy is currently the year’s most-watched Super Bowl spot on YouTube and Devour’s video about frozen food porn is on the second spot.

The burger king aired its first ad in 13 years at Superbowl. The third commercial was made by extracting a clip out of Andy Warhol’s documentary, where he is seen eating a Burger King Whopper. The clip extracted from Andy Warhol’s documentary cuts through the flashy loud ads with its silent, straightforward mind exploding ride to the past.

Goodby Silverstein & Partners is another agency that has three national spots in this year’s Super Bowl—all for Pepsi brands—Doritos, Bubly and Pepsi.

David Miami’s leadership team had a lot to say. To survive the pressure at the work, they minimized bureaucracy, activated every talent in the building and had a good flow of communication.

“We freaked out, we definitely freaked out,” said Paulo Fogaca, managing director of David Miami and global COO of David network – owned by Ogilvy.

There was a little self-doubt in the starting but that’s their way of taking risks, not only in a creative way but tackling opportunities too. Because they didn’t need to pitch all the three ads at the same time, they were able to prioritize and nail down the sale, concept, and execution.

Because the ads didn’t overlap, they were able to do it with just 46 people. It was hectic, it was insane but there was passion and excitement around it too. Everyone was brought in to brainstorm across the two floors of the company.

“Once you have the right culture and chemistry of talent and the right diversity, you can make wonders. It doesn’t matter if you’re a 10-person agency or 2,000 people.”

They even noted that for smooth communication channels Slack and WhatsApp were the keys but face to face communication was encouraged. A group chat was dedicated to each project and each production.

“We’re a super horizontal agency. Anyone can go to anyone. We don’t put up barriers, because that’s what makes things slow and keeps things from happening,” said Juan Javier Pena Plaza, ecd, David Miami.  

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