Here's what startup Death Wish Coffee did with its 30 free seconds at the Super Bowl
One small upstate New York business will get free access to the biggest platform in advertising this Super Bowl Sunday.
Death Wish Coffee Co. will have a chance to introduce itself to the more than 100 million people tuning into the Big Game next month thanks to Intuit Quickbooks' annual "Small Business, Big Game" contest.
The competition gives one winning small business a free 30-second ad slot — estimated to be worth more than $5 million this year — during the third quarter of the Super Bowl. Death Wish will be the only small business in this year's national advertising lineup.
The clever commercial the company created to fill that slot compares the coffee's bold taste to a horde of Vikings rowing through a storm. It was created by ad agency RPA along with director Isaiah Seret and Oscar-winning cinematographer Claudio Miranda.
“It’s incredibly gratifying to create a Super Bowl spot for a small business—the unsung heroes of the communities where we live and work every day,” said Joe Baratelli, chief creative officer at RPA.
The contest's other two finalists were San Francisco-based clothing brand Chubbies Shorts and old-fashioned five-and-ten-cent store Vidler's 5 & 10 in Aurora, New York.
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