Jerry Hoak, the Martin Agency’s executive creative director, said they “lit a fire” to get the idea approved quickly, knowing other brands would be thinking up their own ways to celebrate sport in the absence of sporting events. Indeed, on Saturday, Nike first posted its swoosh with the words “If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.” Nike’s idea, Hoak notes, leans on athletes, while the Buffalo Wild Wings campaign is about the fans.
The team at The Martin Agency says that while it felt different completely handling a campaign from home, they have quickly adjusted to a life without in-person meetings, resorting to more calls, texts and video chats.
“Everybody’s creativity is just exploding,” says Hoak. “It sucks not being together in person but it’s been amazing seeing what everybody’s capable of doing at home.”
The ad debuted on Monday, as USA Today reported that International Olympic Committee member Dick Pound has said the 2020 Olympic Games in Tokyo will be postponed, making the idea of sports at home even more timely.
Kristen Cavallo, CEO of the Martin Agency, shared the clip on Twitter, writing: “The Olympics may be in question, but sports will never be.”