INTEL

Super Bowl Drone Show

A Super Bowl commercial brief that became a Super Bowl Halftime performance.

At the Super Bowl, brands fight for attention in the crowded advertising space. In 2017, Intel was looking for an ad that could break through that noise. We pitched something different.

We launched 300 Intel-powered drones to create a synchronized light show for an audience of 150 million people to kick off Lady Gaga's Halftime Show performance.

It was the first drone integration on television and it demonstrated a new application for drones that people had never seen before: entertainment.  

Case Study

Full Performance

The show was the most ambitious project Intel had ever attempted, but we needed to stamp Intel's name on it.
Luckily, we still had the ad space. We let the drones speak for themselves with two commercials that ran immediately after the show. 

After the performance, millions of people were asking what the hell they just saw. We launched a social film on Monday morning that told the story of the drone team behind the performance and engaged fans in the story. 

Featured in:

Recognition:

Cannes: Silver Lion, Digital Craft
Cannes: Bronze Lion, Media
Cannes Shortlist: Innovation, Cyber, Entertainment for Music
Webby, Best Event Activation, Winner
Webby, Best Event Activation, People's Choice
Clios: Gold, Music
Clios: Silver, Branded Entertainment
Clios: Bronze, Brand Partnerships
One Show: Silver Pencil, Innovation in Branded Entertainment

Credits:
Leila Moussaoui, art director
Shachar Aylon, ACD
Katie McCarthy, creative director