Creative Director's Cut: Reddit's Superb Owl wins the Super Bowl in 5 seconds

Creative Director's Cut: Reddit's Superb Owl wins the Super Bowl in 5 seconds
Reddit's Superb Owl wins the Super Bowl

Reddit's Superb Owl wins the Super Bowl

Steve Howell, creative partner, Dark Horses

$5.5 million is a lot for just 30 seconds.

But when you’re probably the most disruptive brand on the planet at the moment (ask anyone who works on Wall Street), 5 seconds is all you actually need.

And in reality, Reddit only really needed 2 of those 5 seconds to interrupt the broadcast and flash a JPEG on screen, to completely subvert the game day extravaganza and leave viewers asking, “What the hell was that?”

People will have paused it. People will have gone on Twitter asking wtf. And very quickly Reddit’s Superb Owl thread would have lit up brighter than the half-time show.

Even their wordplay was fearless.

And just like the game itself, the underdog triumphed.

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