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North America

Leo in the Big Game: #SuperBowl51

The network scored on Super Bowl Sunday with ads for Buick, Nintendo and Mr. Clean.

Marketers know: The Super Bowl is not only the biggest day in football, but the biggest day in advertising too. With just seconds of multimillion-dollar airtime and more than 111 million sets of eyes, brands bring their biggest and best to the commercial break.

This year Leo Burnett North America brought the competition with three different Super Bowl spots from Chicago, Toronto and Engage M-1. See below for more details on this year’s creative work.


Mr. Clean, “Cleaner of Your Dreams”
Leo Burnett Toronto

Mr. Clean made his Super Bowl debut this year with a blush-worthy spot by Leo Burnett Toronto, reminding all of us just how much we love a man who cleans. Prior even to the game, the spot was one of the most shared Facebook posts of the week, boasting more than 20,000 shares, 2.8 million views, 25,000 reactions and 8,000 comments. It’s received top rankings from The Guardian and Entertainment Tonight Online and was called “a perfectly bizarre, shareable, Super Bowl-worthy twist on the iconic character” by Adweek in its own Top 5 pick.


Buick, “Not So Pee Wee Football”
Engage M-1

Buick brought its successful “That’s Not a Buick” campaign back to the Super Bowl with a spot by Engage M-1, starring Cam Newton and Miranda Kerr. The spot pokes fun at seemingly inconsequential if-then jests and gives viewers the chance to watch Cam Newton chest bump pee-wee football players. “Not So Pee Wee Football” has been named one of the night’s best by Billboard, The Guardian and Entertainment Tonight Online.


Nintendo, “Nintendo Switch”
Leo Burnett Chicago

Set to the irresistible beat of Imagine Dragons, Leo Burnett Chicago’s work for Nintendo is a simple ad that demonstrates the versatility of Nintendo’s new Switch console with plenty of airtime for new release The Legend of Zelda: Breath of the Wild. The ad is the first Super Bowl buy for Nintendo and has received attention from Entertainment Tonight Online and TIME.