Grubhub’s
Super Bowl Special Delivery
360 Campaign • Speculative
Role: Art Direction, Copywriting, Design
So how do you deliver meaning?
Special Delivery is a 60-second spot that plays out like an action movie.
One unlucky Grubhub driver must fight through mascots, a halftime show, and an entire football game to finish the biggest delivery of his life.
Then at halftime, a real driver runs onto the field in that same uniform to recreate the commercial experience, pyrotechnics and all.
The idea expands into various #SpecialDelivery deliverables: driver stories turning into short-form movies on social, AR filters, a behind-the-scenes series, immersive game day stunts, and an in-app game for sweet deals.
Sometimes the loudest way to stand out is to be a little dramatic about it.