The house party the culture really wanted
2024 marked the 50th Anniversary of Hip Hop Music and it's influence on mainstream culture is undeniable. Everything from sneaker culture, film and television, technology, automotive... even food & beverage — it changed everything.
House Watch Party
Progressive wanted an integrated campaign to run all season long that not only connected with core football fans, but also brought in new diverse audiences. The challenge was to evolve their Replay campaign for season 2 with a new execution of the recognizable challenge flag moment. So, we brought back Hip Hop legends, Kid N’ Play’s iconic kickstep. With a new custom music track featuring Tik Tok’s famous rap duo, Flyana Boss, we made a hit with the perfect celebration of Hip Hop.
Oh, and the spot was the first to air during the history breaking Super Bowl LVII double OT Chiefs victory vs 49ers (25-22).
No Super Bowl has ever reached double overtime.
123.4 to 123.7 million viewers across CBS, Nickelodeon, Univision, and streaming platforms.
When icons do iconic things 🪄
To launch the work on social, we partnered with legendary choreographer, Ashley Everett (Beyonce's former dance captain and choreographer) to kick off the announcement. We even casted a professional mascot to join in to launch a Tik Tok dance challenge. This was a full cicle moment to connect Hip Hop, Kid N’ Play’s cultural influence/dance and a new generation of dancers like Ashley. PERFECTION.
Ashley kicks off the campaign by announcing the project on social media.
We filmed a dance party with a new Progressive mascot.
We had fun with some outtakes and unscripted moments with the gang. These were perfect bite-sized bits fit for social.
Fans noticed during the Super Bowl and many were delighted to see the duo.
Of course the mascot couldn’t arrive empty handed (or pawed rather).
