Leo Burnett persuaded Kraft to bench the Hollywood celebrities and let real families take the field during this year’s Super Bowl.
In a 30-second teaser titled “Calling All Families” posted yesterday, the food company declared that “on Sunday night, Kraft’s commercial is reserved for the people we think are truly great: celebrities.” The comments section invites viewers to enter for a chance to be in a Super Bowl commercial.
The entry process requires three easy steps that can be completed after 6 a.m. on the day of the game: 1. Take a photo or short video of how you enjoy game day; 2. Share on Twitter and/or Instagram; 3. Tag it with #FamilyGreatly #KraftEntry.
The winning photo will be broadcast to the game’s estimated viewing audience of 111 million people.
“We’re excited to give families center stage in our Super Bowl commercial,” says Anne Field, director of brand building for Kraft. “We’re calling on all families, families like yours —however you define it — to show us all the great ways you family.”
This is not the first interactive promotion to air during the Super Bowl, but it arguably contains one of the greatest potential consumer payoffs in the history of the game.
The teaser’s emphasis on “non-famous, non-celebrity, non-reality show families” adds an additional dose of fresh air to a tradition that occasionally gets obscured by Hollywood glitz.
“As long as you do it with love and conviction,” Field continues, “there’s no one right way to family.”