WORK
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