Brett Favre is part of what will inevitably be considered one of the stranger Super Bowl ads of the night. The commercial shows the Hall of Famer enjoying retirement and throwing a ball on a farm when two pale men clad in black suits pull up and say they need to talk. The mens’ briefcase shows they’re from the Buffalo Wild Wings Interference Intelligence, and they prompt Favre to try and solve the mystery of who is behind his all-time interception record.
The ad, titled “The Conspiracy”, places Buffalo Wild Wings at the center of the mystery and as the main suspect. According to the Sun, Favre will be using his social media channels to “implicate” Buffalo Wild Wings using the #hitTheButton hashtag.
Buffalo Wild Wings Brett Favre Teaser:
Brandchannel recently spoke with Bob Ruhland, the CMO of Buffalo Wild Wings, about the campaign. When asked how the company’s been marketing B-Dubs since the “disrupter” campaign broke a few years ago, Ruhland said, “We feel we’re the sports fan’s biggest fan. The “unseen force” is just one of our connections with the fan. It’s something that has had a life of its own, though. And while we moved away from it from a broadcast perspective, it stayed active for the brand through social channels.” Ruhland later added on, “We felt the time was right this year with him going into the Hall of Fame [in 2016]. But we didn’t want it to be an island. We wanted to promote that again.”
Brett Favre, sometimes referred to as “The Gunslinger”, is a former NFL player who spent most of his career with the Packers. He was inducted into the Football Hall of Fame in 2016. Favre holds many NFL records, like most number of career pass completions, most number of career pass attempts, most career interceptions thrown, most consecutive starts by a player, most sacked, and most fumbles.