THE PROBLEM:
Tostitos needs a unique ad for the Superbowl that exemplifies their culture of "coming together".
INSIGHT:
People are finding it more difficult to justify coming together in person in their busy lives, and relationships with people are falling out.
THE IDEA:
Start America's biggest game of football. Set the nation into motion by having a quarterback run through the nation with a bag of Tostitos- work together with your "team" of friends to decode clues, posted on Instagram by the official Tostitos account, and track him down. Eventually, the winning team will find him and corner him together. The winning team will win tickets to the Superbowl together, as well as other prizes (cash, VIP experiences, etc.)
The aim will be for this to bring about a sort of social media frenzy as clues and locations are shared, but also a sense of cameraderie between the team working together, potentially travelling across the nation together, or even happening across it on their way to work together. Being your own football "team" and working together to get VIP seats at the Superbowl, sponsored by Tostitos, is the goal.
