Little Big Break | Toan Mai

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Pillsbury: Little Big Break

Pillsbury didn’t have $8 million to spend on a Super Bowl ad. Until one day, Instacart offered to feature
the Doughboy in theirs—for exactly ONE SECOND.

Instead of just enjoying our little cameo, we decided to treat it like THE BIGGEST DEAL EVER.

The Doughboy’s one-second cameo in Instacart’s Super Bowl ad

First, we made a teaser even longer than his cameo

Then, we treated him like an A-list celebrity

And on the Big Game night, we hyped up his appearance—again, and again, and again

Finally, we started a petition for him to get his own Super Bowl ad in 2026

ROLE

Concept, Art Direction

CREDITS

Creative Directors: Hanna Wittmark & Kate Baynham
Senior Creatives: Mason Douglass & Savannah Bradford
Creatives: Quynh Tran & Toan Mai