Armchair Quarterback

Netflix's most popular sports documentary, Quarterback, returned for a second season. Unfortunately for fans, something else was coming to the streaming platform along with it: advertisements. As the premier beer sponsor of the NFL, Bud Light had a unique opportunity to stand up for football fans.

We conviced Bud Light to buy as much Netflix inventory as possible and turn their entire media buy into a comedy series about the most important quarterbacks in football: Armchair Quarterbacks.

In short, it’s a show about a guy watching the show.

With growing anticipation of the new 'Quarterback' season, we launched a trailer of our own to tease our upcoming show: Bud Light's Armchair Quarterback.

In the end, we greenlit one of the most seamlessly integrated partnerships in Netflix and Bud Light's history – transforming unwelcome advertising into hilarious fan entertainment about the unsung heroes of every NFL season. Here's the case study we shipped to Cannes.

Credits

Agency: The Martin Agency
GCD: Mike Kelley
ACD: Chase Zreet
AD: Isaiah Timmons
CW: McKay Fritz
Director: Chris Werner