Intel Super Bowl Drone Halftime Show
At the Super Bowl, the world’s biggest brands fight for attention. In 2017, we chose not to run an ad. Instead, we became part of the show. At a time when drones were still viewed with caution, not as entertainment, 300 of them rose into the sky before 150 million viewers, opening Lady Gaga’s halftime performance. It was the first drone show ever broadcast on television, and the first to air live.
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 most ambitious project the Intel drone team had ever attempted. We sealed the moment with two commercials that aired immediately after the performance, letting the drones carry Intel’s story.
Created at Intel's Agency Inside with:
Steven Fund (SVP, CMO)
Teresa Herd (VP, Global Creative Director)
Katie McCarthy (creative director)
Demian Kendall (copywriter)
Shachar Aylon (associate creative director)