Independent advertising agency Party Land is hanging the "For Hire" sign for Super Bowl ads in its latest campaign targeting brands' CMOs, marketers, and in-house creatives.
The agency is employing the help of famous celebrities Kenny G, Sonya Morgan, and even Santa Claus to get the word out.
Collaborating with talent agency Cameo, Party Land released three custom 50-second videos on LinkedIn supported by PR, paid media, and direct marketing efforts.
Made in true Party Land fashion, the videos feature each icon as they playfully explain the mechanics of "Party Land's Big Game Free Ideas Giveaway."
The campaign, created within four days of ideation, aims to strategically demonstrate Party Land's strength in advertising, especially needed when there's an $8 million media buy on the line — a common price tag for Super Bowl ads.
"Spending $8 million on a Super Bowl commercial is the ultimate highwire act for a brand. It's thrilling to know you're on the world's biggest stage, but terrifying to realize that in 30 seconds, you could either make history or be forgotten," Party Land Managing Partner Andy Silva said in a statement.
By ingeniously pairing with household names, Party Land's influencer marketing tactics can help boost its credibility and establish client trust.
Laughing Up the Super Bowl
In one video, "The Real Housewives of New York" star Sonja Morgan opens with:
"Have you guys heard about Party Land? It is a comedy-focused advertising agency. It's all about the funny. And you know I looooove the funny. Because we always have a great time!"
After describing the promo mechanics, she quips in a sing-song manner: "You just have to say, 'I heard about it from my girl, Sonja.'"
To which she quickly adds: "No. You don’t even have to say that, I just thought I'd throw that in."
In another video, Kenny G teases audiences by dropping statements, like: "I have no idea if they're even good at this. Obviously, if I'm in the pitch it would be great, but that is yet to be determined."
He then spontaneously plays some cool jazzy notes.
And just as quickly, he hilariously ends it with: "Well, I would play more but that's all Party Land paid for."
In the third video, Santa Claus mixes business wit and humor with Christmas puns — something you don’t see every day.
He starts off by saying, "Christmas came early my fellow marketers. If you're looking to stay off the naughty list with the stakeholders of your brand, I've got just the thing for you."
Described as "comedy's greatest advertising," Party Land's creatives always provide a big serving of humor — from its Jansport videos to its Liquid Death campaigns.
This one is no different. Putting a twist to advertising, Party Land launched an ad looking for work and has given full reigns to its featured stars to add their comedic spunk.
With 2024 in its fourth quarter, brands and agencies are already devising their Super Bowl strategies.
Just a few weeks ago, Doritos brought back its well-loved "Crash the Super Bowl" contest.
Editing by Katherine 'Makkie' Maclang
