We married traditional film with gaming and social media to create one commercial that would become an ongoing shared cultural experience. We took 48 of America’s most famous television characters from 20 different classic shows and turned them into football fans too. Over 4,000 animation hours were spent making 180 alterations to the original TV footage to make it appear as if the characters were all coming together for this year's big game. And then we asked the fans to find them all.

We challenged them on the NFL's website, Twitter and Facebook page, knowing their obsession for their football teams and love for their television would fuel the conversation. We gave them the unaffected original footage, daring them to find the changes and created a photohunt style game for them to keep score.

The :60 commercial was hailed as one of the best by the advertising community and almost every major news outlet. Millions instantly flooded the Internet after the spot aired, posing questions and comments about what they just saw. They watched the film another 2.5 million times online, created scene-by-scene breakdowns, homemade film versions, interactive games and new images of scenes they thought were missing. Even the football players themselves joined the conversation. In the end, a commercial that aired just once generated over 200 millions media impressions, and gave fans weeks, rather than seconds, of engagement with the NFL brand.