MULTIPLYING BRIAN

after brian in a box blew up, we knew our super bowl moment had to be brian again. the question was how to do a super bowl ad in a way people would actually talk about.

the image we kept coming back to was ten brians showing up at the game together. what is better than one brian? many brians. ramp multiplies what's possible. we worked backwards from that stunt idea into our ad.

a super bowl ad on its own is the easy part. the harder part is making the moment feel inevitable everywhere the camera isn't. so we built the rest of it too.

we rolled out 10 pieces of original social content across launch week.

we threw a brian-themed party in san francisco the day of the game, where guests came dressed as brian.

at the party, we ran a brian baumgartner look-alike contest.

the two winners got tickets to the super bowl.

we shipped bald caps nationwide to anyone who wanted to help multiply brian.

and we actually brought 10 brians to the game!!

PS. One thing I was really nervous about was getting kicked out of the stadium. instead, an exec from the NFL walked up to me at concessions and said he loved our stunt and was hoping the league would switch to ramp. you hearing this, NFL???