Last year, Intuit QuickBooks and RPA introduced "Small Business Big Game," a campaign that invited small companies to compete for a commercial that would air where they'd likely never have one -- during the Super Bowl. Girl-empowering toy company Goldieblox was the big winner the first year, and now upstate New York-based java brand Death Wish Coffee claims the proverbial throne for Super Bowl 50.
Today on YouTube, Intuit QuickBooks debuted Death Wish's big game ad, a blockbuster, effects-laden commercial about a group of Vikings braving stormy, treacherous waters while on a journey they know will end in death -- when they plunge into the mouth of a coffee drinker.
The idea is a comical metaphor meant to convey how "fiercely caffeinated" Death Wish Coffee is. The spot was directed by Prettybird's Isaiah Seret with Oscar-winning cinematographer Claudio Miranda ("Life of Pi") as DP. MPC New York was behind the effects, and actor Diarmaid Murtagh, who played Leif on History Channel's "Vikings," portrays the main Norseman in the ad.
"It's incredibly gratifying to create a Super Bowl spot for a small business -- the unsung heroes of the communities where we live and work every day," said Joe Baratelli, CCO at RPA in a statement. "And Death Wish Coffee has an incredible brand personality and a great team driving the company. We were able to create a spectacle of Vikings sailing to battle to show off the fiercely caffeinated coffee and ultimately help QuickBooks with its mission of fueling small business success."
Go deep into how the campaign was made on Ad Age's Anatomy of an Ad.