HERODS, a luxury hotels brand, specializes in prestigious hospitality, and usually, characterizes with a traditional advertising tone.

This last year Herods decided to invest a lower budget in advertising, but naturally wanted to stay in their consumers top of mind none the less.

So… we looked for a way to create a conversation about HERODS, without spending a lot of money on media, and we found the perfect idea.

We were officially the first Israeli agency to launch a commercial for a strictly Israeli brand during the most important commercial break in the world: The Super Bowl!

While the world's biggest brands spend a big share of their annual advertising budget over this particular commercial break, we knew that our audience will hear about it through PR work, so we chose to be broadcasted only in North Platte, a distant town in Nebraska, that actually don't even have a team participating in the Super Bowl.

Because we Israelis, know everything about hospitality, but nothing about American football, we intentionally produced a commercial cheering North Platte's football team at the Super Bowl (although such a team doesn't really exist…) with the message: we know nothing about football, but everything about hospitality.

Just before the Super Bowl, we contacted several Israeli media channels, to let them know about our little stunt, but we never would have guessed we would get 6000% more earned media, than what we spent on a single commercial.

We produced a unique commercial that aired during the Super Bowl, but only in one small U.S. town – a town that doesn’t even have a football team!

Since we don’t really understand anything about football, we congratulated them on making it to the Super Bowl and we also may have gotten a few terms wrong.

A few days before the broadcast, we noticed some of Israel's advertising channels, but soon after the super bowl, our commercial became a common topic amongst most of Israel advertising newspapers, websites, blogs and shows, and we gained 6000% earned media!

Aside of the huge exposure that the item got around the world on blogs and advertising sites, in Israel, around 2,5 million people were exposed to our activity, on most of the advertising newspapers, several shows on TV, including the news cast, and countless online blogs and sites.

(Considering Israel's population of 8 million people, it's a big success!)

Earned media was estimated by 6000%, thanks to a combination of the exposure and the fact that the cost of one time commercial, in just one not-very-central-town is very low.

The count of Google talks about the brand before, and after the commercial was aired was increased by 525%.

In conclusion, in Israeli terms, we kind of won the super bowl.