With such expert choreography and elaborate costumes crafted by an Oscar-winning costume designer, you might assume that the agency created the campaign with the Big Game in mind. Not so, according to Cianfrone. "We didn't set out to create a Super Bowl commercial," says the writer. "As we were shooting the spots [two additional Whopperette spots are on the way] and creating the website, we knew in the back of our minds that we wanted to launch somewhere big. And then the Super Bowl came along." Speaking of the website, the anticipated interactive content on whopperettes.com will finally be made available starting on Sunday. And while all parties involved are staying mum on the details, Cianfrone teases that "people will have a chance to order a Whopper the way they want it...and see it built right before their very eyes."
Mobile content rounds out the campaign's interactive elements, as CP+B has teamed with Sprint to offer two minutes of exclusive content—including an extended version, outtakes and behind-the-scenes footage—to wireless customers equipped with video service within 30 minutes of the spot's on-air debut.