Genspark Super Bowl LIX
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Client:Genspark
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Agency of Record:Magnetic
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Creative Production Partner:SHFT Labs
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Talent:Matthew Broderick
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Network:NBC
OPPORTUNITY
From a Text Message to the Super Bowl: A 6-Week Sprint That Changed Everything
What began as a simple text from our partner Alex Morrison, Founder & CEO of Magnetic, on December 15 became a six-week sprint, one that would test every assumption about timing, access, and possibility.
Magnetic had a bold idea for their client, Genspark.
Timely. Cultural. Risky in the best way.
There was just one issue.
It was mid-December.
The Super Bowl was weeks away.
Inventory was believed to be gone.
Talent wasn’t attached.
The client hadn’t greenlit the buy.
And still, the idea wouldn’t let go.
CHALLENGE
Big vision. No guarantees. Almost no time.
Super Bowl inventory was assumed to be sold out. Talent was unsecured. The client hadn’t formally approved the investment. Media, celebrity, director, and production all had to align — simultaneously — or the opportunity would disappear.
There was no sequential path forward. Everything had to move at once.
SOLUTION
See the end state first then engineer the path backward.
We initiated conversations with Matthew Broderick’s team while negotiating directly with NBC and securing a director capable of delivering at Super Bowl scale. Once momentum aligned, we assembled an 80-person crew, shot on January 28, and delivered a fully approved national broadcast spot to NBC by February 2.
From first outreach to airdate: less than six weeks of production.
THE RESULT
Outsized impact without outsized spend.
Competing against the world’s largest brands — many backed by massive budgets and multiple A-list celebrities — Genspark emerged as one of the most talked-about advertisers of Super Bowl LIX. The campaign proved that clarity and disciplined execution can outperform scale.
Key outcomes:
- 5,852% surge in search interest, the highest of all Super Bowl advertisers
- #3 Share of Engagement in AI Services, outranking ChatGPT, Google, and Microsoft
- Ranked #16 out of 97 Super Bowl ads by EDO
- Praised by Howard Stern as one of the only ads he immediately understood
