Super Bowl LVIII

In 2024, B2B payments companies didn’t make Super Bowl ads.

So Papaya Global decided to start a trend.

In my role as Papaya's Creative Director, I worked with McCann to bring two consecutive Super Bowl campaigns to life.

The insight was simple: payroll is insanely complex, requiring many hands performing complex tasks around the clock. The ad for the 2024 campaigns dramatised Papaya’s powerful automation with a ping-pong table that plays itself.

248 publications wrote stories about the campaign, including TechCrunch, The Drum, and USA Today.

And the results?

  • 114 million video views.

  • 300% uplift in traffic.

  • 108% brand uplift.

  • Record quarterly revenue.

Take a look at some of the creative below 👇

Teaser:

Main spot:

Social teaser GIF:

A detailed webpage promoting workforce payments for the Super Bowl by Papaya Global, featuring a football field background, a video thumbnail with two men in suits holding table tennis paddles, sections explaining benefits, a football diagram illustrating payments powering the Super Bowl, a playbook for workforce payments, a workflow management graphic, and a call-to-action for a Super Bowl offer.
An advertisement promoting the big game with text 'Small Balls. Big Game' and an image of an American football, with a 'Watch Big Game Ad' button. To the right, a woman in sunglasses and a man are lying on the floor, with the woman wearing a red football jersey with the number 99 and the word 'ACCURATE' on the back, and the man holding a helmet.
Cover page of an article titled "Why a B2B startup is placing a bet on a $7M Super Bowl ad" by Rebecca Szkutak with part of an illustration of a hand holding a Super Bowl trophy against a colorful abstract background.