A woman meets her future selves in Criteo's regional Super Bowl ad

Floria Sigismondi directs debut big game ad for the ad tech company

Published On
Feb 08, 2022

Editor's Pick

Ad tech company Criteo is a newcomer to the Super Bowl this year, with a spot airing regionally on NBC in New York, San Francisco and Chicago during the game. 

The company aims to start a conversation among mainstream consumers about the future of the internet, as people prepare for a cookieless future and more control of their data. So instead of getting too technical, it goes down the sci-fi route.

The spot was created out of New York creative shop Technology Humans and Taste and directed by Floria Sigsmondi of Believe. It features a woman getting coffee who's accosted by several versions of herself, from 20 years into the future and even further ahead. These avatars appear out of a digital ether, looking more and more outlandishly futuristic and indeed dystopian (one of them appears to be on fire, which can't be a good sign). Thankfully, she's brought back to the present by her macchiato order. 

The end message is that "everyone will try to tell you what the future holds," but "Criteo is creating an open internet that helps you choose what's best for you." 

The campaign will be supported by digital ads.

"As we navigate web3 and the metaverse, changing attitudes about data privacy and the expanding powers of the walled gardens, it’s time for consumers to join the conversation," said Brendan McCarthy, chief marketing officer at Criteo, in a statement. "While tongue-and-cheek in its nature, the campaign aims to raise awareness for the importance of protecting a greater choice of content and services online as a fundamental part of how consumers access and experience the web.”



Feb 08, 2022
Client :
Agency :
Technology Humans and Taste
Co-Founder :
Nathan Phillips
Co-Founder :
Dave Kalvert
Managing Director :
Dena Graham
Creative Director :
Kirstin Roquemore
Creative Director :
Tiffany Appleton
Executive Producer :
Andrew Runkle
Producer :
Claire Clayton
Animator :
Justin Pearlman
Strategy :
Dum Dum
Production Company :
Believe Digital
Director :
Floria Sigismondi
Executive Producer :
Liz Silver
HoP :
Vitaly Koshman
Line Producer :
Nicholas Wrathall
Director of Photography :
Martin Ahlgren
Production Designer :
Luca Merlini
Stylist :
Pablo Patane
Italian Service Company/Dude Film Producer :
Deborah Rubertelli
Italian Service Company/Dude Film EP: :
Claudio Pintus
Editorial :
Final Cut
Editor :
Patrick Colman
Assistant Editor :
Andre Castiglioni
Producer :
Andrea Cantor
Head of Production :
Penny Ensley
Executive Producer :
Sarah Roebuck
US Managing Director :
Justin Brukman
Executive Producer :
Stefano Leoni
VFX Producer :
Giordana Daniotti
VFX Supervisor :
Claudio Bellizzi
Motion Graphics & CG Design Artist :
Giacomo Boschi
FX Artist :
Edoardo Compagnucci
Lighting :
Mattia Vergara
Lead Compositor :
Andrea Ceccarelli
On Set Supervisor :
Matteo Smedile
Color :
Company 3
Colorist :
Tom Poole
Colorist :
Jaime O’Bradovich
Color Producer :
Alexandra Lubrano
Color Producer :
Nick Krasnic
Music Sound Design Recording & Mixing :
New Math
Music & Sound Design Composer :
Sam Skarstad
Mix & Recording Engineer :
Sam Baird
Executive Producer :
Kala Sherman
Creative Director :
Raymond Loewy
Creative Director :
David Wittman
Producer :
William Taylor
Studio Assistant :
Margy Hayes

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