The Super Bowl can often feel like a game only the big brands can play in, with regional spots typically being clunky, amateurish and a good reason to visit the restroom.
But California supermarket chain Northgate Market has found a pretty clever way to insert itself into the Super Bowl ad insanity without spending millions just to get a foot in the door.
In a series of pitch-perfect preroll ads from multicultural digital agency Circus, Northgate sets up some of the biggest Super Bowl ads and teasers with a preemptive message about where you can find the products being advertised. They’ve stripped away the official branding on each product, but there’s certainly no doubt about what’s being referenced—at least once you’ve watched the subsequent Super Bowl ad.
Family-owned and Anaheim-based Northgate Market has 40 locations across Southern California. In addition to the targeted preroll ads, the brand is also running a search campaign to hijack Super Bowl-centric keywords in its markets.
Advertiser: Northgate Market
CEO: Bruno Lambertini
Executive Creative Director: Federico Durán
Creative Director: Marcela Angeles
Creative Lead: Alejandro Ramírez
Art Director : Adrián Vasquez, Jorge Rodriguez, Susana Dueñas, Sabina Dunayevich
Copywriter: Miguel Romano, Samantha Lara
Director of Digital: Aaron Nava
Account Manager: Jennifer Quezada
AV/ Motion Graphics: José Roberto Licea
Producer: Francis Peña, Maia Laudiat
Director: Conrado del Campo Montes
Production Company: Viernes Media
Advertiser supervisors: Caro D’Antuono,
Peter Botello, Lizette Gonzalez