Best of 2021: Reddit's glitchy ad captured Super Bowl eyeballs

Campaign from R/GA rode the wave of platform's Wall Street Fame

Published On
Jun 22, 2021

Editor's Pick

Through New Year's, we will be counting down our picks for 2021's 30 best ads and creative marketing ideas.

At No. 8: During this year's Super Bowl, viewers in major markets witnessed what seemed to be a glitch in a typical sheet metal spot, which was later revealed to be a fun stunt from Reddit and R/GA playing off the Wall Street frenzy involving Gamestop and Robinhood spurred on by the subreddit "R/WallStreetBets." The idea later went on to win a Social and Influencer Grand Prix at the Cannes Lions. 

During this year’s Big Game, viewers in certain markets saw what appeared to be a glitch in the broadcast: five seconds of strangeness interrupting what appeared to be a typical car ad. It featured the Reddit logo and a frame with a lot of copy.   

The weird moment piqued the curiosity of many, and if they paused the video to read the ad, they discovered it was a ploy to get their attention on Super Bowl Sunday without the huge Super Bowl Sunday media buy.

See the full list of 2021's Best Ads.

The campaign, created out of R/GA, hit right after Reddit had dominated headlines during the Gamestop and Robinhood saga fueled by the subreddit “R/WallStreetBets.” “One thing that we learned from our communities last week is that underdogs can accomplish just about anything when they come around a common idea,” the copy in the ad reads.

Though the spot only had a regional buy, it became one of the most talked about ads of the game and earned 6.5 billion impressions and placement in more than 300 news outlets.

It went on to win a Social and Influencer Grand Prix at this year’s Cannes Lions International Festival of Creativity.