It happens every year.

Brands with big ambition but conservative marketing budgets look to America's greatest advertising stage and ask themselves, "How can we break through?"

And not just break through nosily—but effectively. Grab attention in a way will generate tangible business results. It's tough. No doubt about it. But it all starts with an insight.

We wanted to build awareness and consideration of Anytime Fitness at a time when motivation starts to wane (long gone are those New Year’s resolutions). And we needed to do it in a way that showcased Anytime Fitness' unique offerings. With more than 5,000 locations open 24-hours on all seven continents, and hybrid in-gym-at-home personalized fitness plans and coaches, this brand makes it easy to start your fitness journey literally anytime, anywhere.

Teaming up with our creative AOR Mischief, we thought how fun it would be to turn the Super Bowl into a game anyone can play anytime, anywhere. (Without buying a half-minute in-game slot for $7 million!)

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