Intel Super Bowl Drone Halftime Show

At the Super Bowl, the world's biggest brands fight for attention in the crowded advertising space. In 2017, we took a different approach.

Rather than create another ad, we became part of the entertainment itself. With 150 million viewers watching the Super Bowl Halftime Show, we launched 300 drones into the sky to create a synchronized light show to kick off Lady Gaga's performance.

It was the first drone integration on television and it demonstrated a new application for drones that people had never seen before: entertainment.

Adweek: Pinnacle of U.S. Brand Innovation Today

Press: Wall Street Journal, Wired, Times, Forbes, USA Today, The Daily Dot, Tech Crunch, Peta Pixel, Mashable, PC World, Ad Week, and more ...

Cannes Lions
Silver: Digital Craft - Innovative Use of Technology
Bronze: Media - Use of Brand or Product Integration into a Program or Platform

Webby Awards
Best Event Activation
People Voice

Clio Awards
Gold: Music Program - Partnership & Collaborations
Silver: Branded Entertainment - Event/Experiential
Bronze: Brand Partnerships & Collaborations

One Show
Silver: Branded Entertainment - Innovation in Branded Entertainment

Full Performance

The show was the most ambitious project the Intel drone team had ever attempted, but we still needed to stamp Intel's name on it. We let the drones speak for themselves with two commercials that ran immediately after the performance.

We also created an online film published the week after the show that told the story of the drone team behind the performance and kept fans engaged in the story.

Created at Intel's Agency Inside with:

Demian Kendall (copywriter)
Shachar Aylon (associate creative director)
Katie McCarthy (creative director)