Intel: Super Bowl Drones

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

We became part of the entertainment itself. With 150 million viewers watching the Super Bowl Halftime Show, we launched 300 Intel-powered drones into the sky to create a synchronized light show to kick 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 Intel 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 that told the story of the drone team behind the performance and kept fans engaged in the story. 

Featured in:

Recognition:

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

Credits:
Leila Moussaoui, art director
Shachar Aylon, ACD
Katie McCarthy, creative director