Forget the game—Super Bowl ads are a global phenomenon. Each year, brands go big advertising their products. In 2018 Tostitos did the opposite.

Instead of creating an ad for itself, Tostitos created a Super Bowl ad for anyone throwing a Super Bowl party. These ads formed the perfect invitations, delivering the party details in a range of fun ways.

Each ad was created from a series of different scenes. The scenes leaned in to iconic Super Bowl–ad clichés (talking babies, puppies, fast cars, cute old ladies, celebrity cameos, etc.) and delivered the party details in various ways using dynamic text and text-to-voice technology. Altogether there were over 300 different variations that could be configured.

What’s more, the people who received one of these invitations were subsequently retargeted with online ads reminding them to show up to the party, complete with coupons so they could bring Tostitos products.

“Super Bowl Ads for All” is a simple web platform that transformed a party host’s details—their name, address and party start time—into a fully personalized Super Bowl ad.

Each ad was created from a series of different scenes. The scenes leaned in to iconic Super Bowl–ad clichés (talking babies, puppies, fast cars, cute old ladies, celebrity cameos, etc.) and delivered the party details in various ways using dynamic text and text-to-voice technology. Altogether there were over 300 different variations that could be configured.

To further encourage people to show up to the parties, Tostitos developed an innovative retargeting campaign. Once someone had received a Super Bowl–party ad, they were presented with online and social media ad placements reminding them to show up to that party. The follow-up ads included a coupon for Tostitos chips and dip that they could then bring to the party.

The campaign ran between January 16 and February 4, 2018.

Here’s what happened during that time:

- 43,065 Super Bowl–ad videos were created

- 16 million video views

- Over 10,000 coupons were redeemed

- 915+ million PR impressions were made