It might be 39 years old, but there is nothing legacy about Goodby, Silverstein & Partners.
The Omnicom Group shop is about as versatile as it gets: It churns out fun, culturally smart work for the likes of brands like Doritos and Cheetos that play as well on the Super Bowl as they do on TikTok. It has advanced diversity within its ranks and was responsible for a provocative social justice effort early this year that asked what would have resulted if the insurrectionists that stormed the Capitol were Black. It has created a formidable new-business machine with its Brand Camp offering—credited with raising its revenue 66% last year.
And GS&P thinks beyond the screen, bringing Lunchables literally into toy stores and creating a “Daily Bugle” newsstand in New York tied to the release of "Spider-Man: No Way Home." The pitch? Client Liberty Mutual insurer can “protect what villains destroy.”
This breadth of thinking allowed the San Francisco-based agency to notch 14 new pieces of business last year, including IBM, Bic Razors and Autodesk, despite the agency turning down 76% of pitches that came its way. The shop retained 97% of its clients last year.
Snap to Steal
A particular skill set of GS&P's is delivering multiscreen experiences. Its 2021 “#FlatMatthew” Super Bowl spot starring Matthew McConaughey, and the “It Wasn’t Me” spot for the Big Game featuring celebrity couple Mila Kunis and Ashton Kutcher for Frito Lay’s Doritos and Cheetos, respectively, could have stopped there.
Instead the Cheetos campaign extended on mobile with "Snap to Steal," the first Super Bowl TV commercial during which you could “Snap” a free product, according to GS&P. The effort required Snapchat to input every frame of the commercial into the camera’s machine learning software—all 1,440 frames, said the agency, so that when a Snapchatter held a phone up to the 60-second Super Bowl spot, the camera recognized the content and unlocked a free bag of Cheetos snacks.