That was one helluva game last night. 74 minutes and 57 seconds of playing time and 4 hours and change for snacking and drinking. As the dust settles from Super Bowl LVIII, the Kansas City Chiefs have established themselves as a dynasty, winning three Lombardi trophies in five years.
When it comes to launching dynasties, it’s all about your team working in synch. In the Chief’s case, it’s a combo of Andy Reid, Patrick Mahomes, Travis Kelce, and a roster of 53 men and a bevy of coaches and assistants. For local ad agency, Highdive, led by Chad Broude and Mark Gross, it’s a 70-person team bringing home – hey there’s an idea – a Super Bowl ad trophy for the last four years.
Over that time frame, Highdive has won USA Today’s Admeter each time (and this year’s as well), a testament to the agency’s ability to create memorable and impactful content. In 2021, their spot for Rocket Mortgage, featuring Anna Kendrick in a property bidding frenzy over the Barbie Dream House, garnered more than 900 PR mentions and an impressive 4 billion impressions.
This success continued a trend from the previous year, showcasing Highdive’s consistent ability to capture the audience’s attention on one of the biggest advertising stages.
Another feather in Highdive’s cap is their high-profile Super Bowl campaign for Lay’s, featuring stars Paul Rudd and Seth Rogen sharing fond memories to promote the tagline “stay golden.” This campaign extended beyond the TV ad, with Highdive creating a broader initiative that included a TikTok activation. Users were invited to create their own “golden memory” to the tune of the Shania Twain classic “You’re Still the One.”
And who can forget the recreation of Groundhog Day for Jeep?
This year was no exception, as the agency’s work garnered attention and praise from viewers and industry insiders alike for their Agent State Farm campaign. The question now looms: has Highdive become a dynasty in the realm of Big Game advertising?
The answer may lie in the agency’s track record. Highdive’s commercials consistently stand out for their creativity, humor, and ability to resonate with audiences. Their spot during Super Bowl LVIII was no different, capturing the essence of the event while leaving a lasting impression on viewers.
And while it didn’t have the same impact as State Farm BETMGM did not go unnoticed:
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The impact of being selected for such high-profile work is evident in Highdive’s financial growth. According to AdAge, the agency’s revenue increased from $13.5 million in 2020 to $20.5 million in 2021, projecting an even more robust revenue of $24 million for the current year. Despite parting ways with the insurance account The General in early 2022, the agency compensated for the loss through growth from both existing and new clients.
But Highdive isn’t the only Chicago agency making waves in the advertising world. Digitas Chicago’s collaboration with NERDS candy brought a playful and nostalgic vibe to this year’s Super Bowl commercials.
Even United Airlines, with its Super Bowl presence, adds to the narrative of Chicago’s influence in advertising. Despite the work being done by a New York agency, 72andsunny, the connection to Chicago’s creative scene remains palpable.
Highdive’s ascent as a Big Game ad dynasty, coupled with the contributions of other Chicago-based agencies, underscores the city’s status as a creative hub in the advertising industry.
As Super Bowl LVIII fades into memory, one thing remains clear: Chicago ad agencies are a force to be reckoned with, and their presence on advertising’s biggest stage will continue to grow in the years to come.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
