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Intel: Super Bowl Drones

Intel: Super Bowl Drones

At the Super Bowl, the world's biggest brands fight for attention in the event's crowded advertising space. In 2017, we took a different approach.

Rather than create a commercial, we became part of the entertainment itself. With 150 million viewers watching, we launched 300 drones into the sky to create a synchronized light show that kicked off Lady Gaga's performance.

It was the first drone integration on television and it demonstrated a new application for drones that people had never seen before: entertainment.  


Full Performance


The show was the most ambitious project the Intel drone team had ever attempted, but we still needed to stamp Intel's name on it. We let the drones speak for themselves with two commercials that ran immediately after the performance. 


We also created an online film published the week after the show that told the story of the drone team behind the performance and kept fans engaged weeks after the show. 


Featured in:


Cannes: Silver Lion, Digital Craft
Cannes: Bronze Lion, Media
Cannes Shortlist: Innovation, Cyber, Entertainment for Music
Webby, Best Event Activation, Winner
Webby, Best Event Activation, People's Choice
Clios: Gold, Music
Clios: Silver, Branded Entertainment
Clios: Bronze, Brand Partnerships
One Show: Silver Pencil, Innovation in Branded Entertainment