Gopuff Quartertime Show | Celebrities & Live Entertainment | Clapboard Ad Archive

Gopuff Quartertime Show

Description

In February 2022, Gopuff launched the innovative Gopuff Quartertime Show in the United States, a bold and creative campaign developed by the ad agencies Mirimar and Prettybird. This film-based initiative, closely tied to the sports industry, leveraged the excitement surrounding the Big Game by offering a fresh spin on halftime entertainment. Rapper, comedian, and FXX’s critically-acclaimed show “Dave” star Lil Dicky, who was notably absent from the official halftime show lineup, took the opportunity to create his own live performance event. The campaign featured the first-ever Gopuff Quartertime Show, streaming live on Lil Dicky’s YouTube channel and Gopuff’s Twitter immediately following the first quarter of the Big Game on February 13, 2022. The event was teased with a high-profile appearance from Cardi B showcasing her Whipshots vodka-infused whipped cream, adding star power and buzz to the buildup. The campaign concept cleverly aligned Gopuff’s promise of rapid delivery of everyday essentials with delivering entertainment at lightning speed during a prime live sporting event. This approach not only engaged viewers during a critical moment of the game but also positioned Gopuff as an innovative brand that intersects lifestyle, entertainment, and convenience. Featuring celebrity cameos and an epic musical performance from Lil Dicky himself, the Gopuff Quartertime Show provided fans with a dynamic reason to engage with the brand. By creating a unique entertainment moment that fans could only experience live and connecting it seamlessly to Gopuff’s fast delivery service, this campaign captured attention and elevated brand relevance during one of the most watched sporting events of the year.

Credits

Client

Gopuff

Agency

Mirimar and Prettybird, Mirimar

More like this

It Feels Good to Football - NFL | Clapboard Ad Archive

The NFL’s 2022 campaign It Feels Good to Football, created by 72andSunny Los Angeles, delivers a culturally charged, star-powered celebration of the season’s kickoff that transcends traditional sports advertising by uniting music, athletics, and social influence into a singular, electrifying moment. Anchored by the unmistakable beat of Dr. Dre’s Still D.R.E., the 75-second film situates a diverse ensemble of NFL stars including DK Metcalf, Cam Jordan, Derwin James, and Justin Tucker alongside hip-hop legends Lil Wayne, Saweetie, and Pusha T, Olympian Simone Biles, and TikTok sensation Josh Richards in a high-energy pep rally staged within the familiar setting of a school gymnasium. This creative choice evokes a universal sense of anticipation and community, framing football not merely as a sport but as a shared cultural ritual that generates collective excitement and emotional resonance among fans across demographics. The campaign’s strategic casting harnesses cross-genre appeal to broaden the NFL’s reach beyond its core audience, engaging younger, multicultural viewers by weaving together the worlds of hip-hop, social media, and elite athleticism, thus reinforcing football’s status as a lifestyle event as much as a competition. This approach aligns with what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities—leveraging the magnetic power of recurring personalities to build brand recall and amplify audience connection without relying on traditional narrative storytelling or explicit product demonstration. The campaign’s release at the start of the 2022 season capitalizes on heightened fan anticipation, while its digital amplification through NFL’s global YouTube channels and targeted hashtags like #feelsgoodtofootball deepens engagement and fuels social conversation. With over 180,000 views and a Clapboard Campaign Score of 73, the film confirms the NFL’s ability to fuse sports marketing with contemporary cultural currents, positioning the brand as an inclusive, high-energy hub that celebrates football as an emotional experience shared by athletes, influencers, and fans alike. This campaign matters to the industry because it demonstrates how sports brands can effectively harness the convergence of celebrity culture and digital influence to create immersive, emotionally charged events that resonate far beyond the game itself.

Campaign Proposition

The Gopuff Quartertime Show campaign strategically positions Gopuff as a brand that delivers not only essential products quickly but also entertainment with equal speed and relevance. By aligning the campaign with the Super Bowl, a pinnacle event in sports culture, Gopuff leverages its core promise of rapid delivery to extend into the realm of live entertainment, reinforcing the idea of immediacy and accessibility. The campaign’s value proposition centers on delivering experiences “fast,” mirroring the convenience and rapidity of Gopuff’s service in a cultural context that resonates with its audience. The market strategy taps into a cultural moment—the Super Bowl halftime show—a high-profile platform that traditionally garners massive viewership but also entices alternative entertainment forms due to its exclusivity and hype. By featuring rapper and comedian Lil Dicky, who publicly expressed disappointment at not being invited to perform, the campaign adopts an authentic and relatable narrative that subverts mainstream halftime expectations. This self-aware, slightly rebellious creative angle appeals to viewers seeking fresh and unconventional content around the Big Game. Additionally, integrating celebrity cameos like Cardi B and tying in popular lifestyle elements (such as Whipshots vodka-infused whipped cream) enhances cultural relevance and engagement among younger, digitally native sports fans. Targeting the sports and entertainment audience via platforms like Twitter and YouTube maximizes reach among viewers who consume content in real-time and value interactivity. By scheduling the show during the first quarter of the Super Bowl, the campaign capitalizes on peak event attentiveness, encouraging viewers to engage early and associate Gopuff with timely delivery and live cultural moments. Overall, the campaign blends sport, music, and rapid service to position Gopuff as an innovative brand attuned to contemporary audience expectations.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign hinges on the star power and persona of Lil Dicky, a known rapper-comedian, who is not only the lead performer but whose personal narrative (not being invited to the official Halftime Show) drives the creative. The teaser also features Cardi B, leveraging her distinctive personality and product (Whipshots). There is no explicit story arc or problem-solution framing. Instead, the campaign taps into established celebrity appeal and their entertainment value to generate awareness and brand association for Gopuff, consistent with format #8.

Show the World - The United States Olympic & Paralympic Committee | Clapboard Ad Archive — archive collection thumbnail

Show the World - The United States Olympic & Paralympic Committee | Clapboard Ad Archive

Show the World: 2022 Winter Paralympics marks the United States Olympic & Paralympic Committee’s most assertive effort yet to elevate the profile of Team USA’s Paralympic athletes, leveraging the Beijing Winter Games spotlight with a robust campaign created by Saatchi & Saatchi that situates Paralympic champions as central to the nation’s sporting narrative. Building on the brand’s inaugural Paralympic awareness push from the Tokyo Games, this installment discards traditional narratives that frame athletes by their disabilities, opting instead for high-octane, athlete-centric storytelling that celebrates athletic skill, resilience, and national pride in a manner designed to command mainstream sports audiences and enthusiasts. With performance at the heart of its brand positioning, the campaign features Paralympians such as Andrew Kurka and Joy Rondeau in fast-paced, visually arresting spots that uncompromisingly focus on the intensity, grace, and competitive fire of winter para-sport, deploying a creative device that Amplifies authentic user profiles for audience identification—in the language of Clapboard’s 12-format taxonomy, this approach sits squarely in FORMAT#10—Associated User Imagery. By launching during the Winter Olympics closing ceremony, the USOPC and Saatchi & Saatchi exploit one of the most emotionally charged media moments in sports, strategically redirecting national attention toward the Paralympic Games and reframing conversation around what constitutes athletic excellence on the world stage. Rather than defaulting to familiar tropes of triumph over adversity, the campaign hones in on the raw athletic prowess and dedication that unites all members of Team USA, rendering Paralympians not as outliers but as essential stakeholders in America’s sporting legacy. The market category of Sports/Fitness is thus expanded to more fully reflect the dynamism, appeal, and intensity of para-sport, with the creative and strategic objective to increase awareness, audience engagement, and ultimately viewership of the Paralympic Games among both existing sports fans and broader inclusive audiences. Visual and narrative restraint ensures the message remains rooted in empowerment and aspiration without lapsing into sentiment or spectacle, while the digital extension at teamusa.org/showtheworld underscores the campaign’s ambition of normalizing Paralympic achievement as a celebrated part of the national conversation. The campaign earns 64/100 in Clapboard's global creative archive. This campaign matters to the industry because it demonstrates how user-centered creative formats can advance inclusivity while driving sports brand relevance in a rapidly evolving media landscape.

Future Legend - USGA | Clapboard Ad Archive — archive collection thumbnail

Future Legend - USGA | Clapboard Ad Archive

Future Legend marks a pivotal launch for the United States Golf Association (USGA) and agency Zambezi in the sports market, positioning USGA not just as the authoritative steward of golf’s biggest championships but as an active, future-facing advocate for youth participation and accessibility at every level of the game. Framed around the concept Proud Partner of the Next Generation, the campaign redirects focus from the organization’s legacy of elite tournaments like the U.S. Open and U.S. Women’s Open to its investment in programs making golf accessible to millions of young players—underscoring USGA’s determination to break down historical barriers and democratize the game’s appeal. In a market where the PGA Tour emphasizes professional performance, Callaway and TaylorMade drive a technology-led gear arms race, and The R&A highlights global stewardship, USGA’s differentiated stance centers on nurturing aspirational journeys for youth, whether their end point is the winner’s podium or carrying the game’s values forward into community life. The film-driven campaign utilizes streaming platforms such as Apple TV, Roku, and Amazon Fire TV, meeting young audiences and their families where they consume culture and sport, while promotion of USGA’s digital apps and championship merchandise extends engagement beyond passive viewing to active affiliation with golf’s heritage. The narrative sidesteps tired tropes of individual triumph, leveraging what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—to spotlight relatable young golfers whose ambitions, struggles, and hopes mirror those of the target audience: current and aspiring players, families new to golf, and communities that have historically felt locked out of the game. Rather than privileging only the next professional champion, the creative sits with the conviction that everyone who champions the game matters, positioning USGA as the partner for every journey in golf’s future. Subtle but strategic integration of calls-to-action—inviting audiences to claim a personal stake in golf history via USGA’s online shop or immerse in archival content through digital streaming—expands the brand’s footprint while reinforcing USGA’s role as a curator of both tradition and opportunity. The campaign earns a 63/100 in Clapboard’s global creative archive. This work matters because it signals how federations like USGA are embracing brand-led inclusivity to futureproof their relevance not just within golf, but across the wider landscape of American sport.

Baby Skates - NHL, Massachusetts Mutual Life Insurance | Clapboard Ad Archive — archive collection thumbnail

Baby Skates - NHL, Massachusetts Mutual Life Insurance | Clapboard Ad Archive

Baby Skates is a campaign that creatively intertwines the realms of youth sports and financial planning, produced by Grey New York for Massachusetts Mutual Life Insurance as part of their broader Uncomfortable Truths initiative. The spot features NHL stars Steven Stamkos and Victor Hedman in a humorous dialogue where Stamkos playfully pressures Hedman to consider enrolling his child in youth hockey from infancy, alluding to the serious implications of future education costs. This satirical approach not only highlights the absurdity of extreme parental expectations but also symbolically represents the anxieties surrounding financial preparedness in a relatable manner. By leveraging the cultural significance of sports, particularly hockey, the campaign effectively addresses the often-avoided conversations about personal finance in a lighthearted yet impactful way. The campaign strategically targets parents and sports fans, airing during a high-profile NHL game to maximize visibility and engagement among an audience that resonates with the featured athletes. This timing reinforces MassMutual’s credibility as a trusted partner in life insurance and retirement planning while simultaneously connecting with viewers on a personal level. The multi-platform distribution strategy, which spans digital, social, and television channels, ensures that the message reaches a broad audience throughout the NHL season, thereby maintaining a consistent brand presence in a competitive market. What Clapboard's taxonomy would classify as FORMAT#3—Symbolize the Problem—highlights the clever use of exaggeration, as the visual of babies skating serves as a humorous analogy for the urgency of financial planning for children’s futures. Clapboard rates this campaign 70/100. This campaign exemplifies how humor can effectively bridge the gap between serious financial topics and everyday parental concerns, illustrating the evolving narrative within the insurance industry.

League Manifesto - Canadian Premier League | Clapboard Ad Archive — archive collection thumbnail

League Manifesto - Canadian Premier League | Clapboard Ad Archive

The Canadian Premier League’s 2018 League Manifesto campaign, created by JWT, marked a pivotal moment in Canadian sports marketing by positioning the league as a unifying force for a soccer-starved nation on the cusp of its inaugural season. With the league still twelve months away from its first match, JWT crafted a film that transcended typical sports advertising by centering the campaign around the league logo as a symbol of collective identity and national pride. The video featured authentic voices from across the country—players, coaches, supporters, and fans—each embodying the diversity and passion that the Canadian Premier League sought to ignite in a market traditionally dominated by hockey and other established sports. The campaign’s narrative, framed by the rallying cry We Are Many, We Are One, and amplified through the hashtags #CanPL and #WeAreOne, was a deliberate call to action that aimed to break down stereotypes around soccer’s place in Canadian culture and to foster a sense of belonging and excitement around the new league. This approach aligns with what Clapboard’s taxonomy classifies as FORMAT#9 SYMBOLIZE THE BENEFIT, where the league logo and the collective imagery stand as visual shorthand for the unifying power of soccer, symbolizing both the sport’s potential impact and the community it aspires to build. The campaign’s strategic use of real participants rather than celebrities grounded the message in authenticity, reinforcing the league’s grassroots ethos and its commitment to reflecting the country’s multicultural fabric. By focusing on inclusivity and shared enthusiasm rather than purely athletic prowess or star power, the League Manifesto laid the foundation for the Canadian Premier League’s brand identity as a national movement rather than just a sports competition. This campaign earns 64/100 in Clapboard’s global creative archive. The League Manifesto campaign matters because it demonstrates how sports marketing can leverage symbolic storytelling to cultivate a new fanbase in a competitive landscape where cultural connection matters as much as the game itself.

The VANBACK Jersey - Vancity Original | Clapboard Ad Archive — archive collection thumbnail

The VANBACK Jersey - Vancity Original | Clapboard Ad Archive

The VANBACK Jersey campaign, launched in Year: 2023 by sports apparel brand Vancity Original with creative direction from the Vancouver office of Zulu Alpha Kilo, exemplifies a bold reimagining of sports marketing as both spectacle and civic rallying cry, leveraging NBA draft day to transform the search for billionaire investors into a creative flashpoint for basketball culture in Vancouver. At its core, the initiative frames the dream of bringing an NBA team back to the city through a jaw-droppingly exclusive offer: a series of 15 VANBACK jerseys, each available only to those willing to pledge $200 million toward a future franchise — the symbolic assembly of a team of billionaires whose combined pledges would reach the $3 billion average valuation for an NBA team. The campaign dispenses with conventional cause-marketing narratives or fan petitions, instead deploying the physical and digital exclusivity of the VANBACK jersey as a provocative commentary on the high-stakes economics of professional sport, with the arrival of a singular, plexiglass-encased jersey at the Vancity Original storefront becoming an instant newsmaking moment timed to coincide with the league’s annual draft and reignite public and media discussion around Vancouver’s basketball future. Fans engage online at VANBACK.ca to customize virtual jerseys and spread the word via social, while the campaign’s underlying insight — that the city’s grassroots enthusiasm lacks a billionaire-level catalyst — is rendered concrete by the audacious call to action aimed squarely at potential financial backers. By recasting billionaires as roster-worthy players, the work blurs lines between fandom, ownership, and urban development, using scarcity, humor, and local pride to capture attention at every level of the basketball ecosystem. The execution sits squarely in what Clapboard’s taxonomy identifies as FORMAT#11—Unique Personality Property, where the product’s one-of-one status and near-unpurchaseable valuation ensure instant distinction and word-of-mouth currency, placing Vancity Original at the heart of Vancouver’s cultural ambitions while amplifying its own brand story in the highly competitive sports and fitness market category. The campaign earns 71/100 in Clapboard’s global creative archive. At a moment when sports apparel brands must demonstrate not just cultural currency but meaningful community intent, VANBACK Jersey signals how a well-calibrated creative idea can transform citywide aspiration into both marketing theatre and a call for real-world transformation.

"Xejuyup, Preserving the Legacy" - Deportivo Xejuyup | Clapboard Ad Archive — archive collection thumbnail

"Xejuyup, Preserving the Legacy" - Deportivo Xejuyup | Clapboard Ad Archive

Xejuyup, Preserving the Legacy positions Deportivo Xejuyup and Ogilvy Guatemala at the forefront of sports-driven cultural advocacy, with a campaign that uses the singular identity of the world’s only Mayan soccer team to bring Guatemalan heritage into the heart of modern gaming culture. Conceived for the sports and fitness category and executed in partnership with Claro Gaming, the initiative reframes digital platforms as sanctuaries for endangered traditions, connecting ancient Mayan football lineage with a generation fluent in online play and esports narratives. Rather than resorting to conventional testimonial or sequential storytelling, the campaign channels what Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property, placing Xejuyup’s rare origin and living cultural essence as the focal point, and casting the team itself as a living bridge between past and future. The creative execution leverages the emotional depth and authenticity of Deportivo Xejuyup’s presence, using film to underscore the club’s dual identity as both competitive sports team and custodian of Guatemala’s indigenous pride, infusing traditional symbolism and ancestral values into the interactive realms of gaming. By steering away from a problem-solution construct and instead celebrating Xejuyup’s exclusive legacy, Ogilvy Guatemala positions the brand as an authentic voice in dialogues around cultural preservation, innovation, and youth engagement across both local and digital communities. The partnership with Claro Gaming underscores how connectivity and technological immersion can be harnessed not just for entertainment but as vital instruments for ensuring cultural continuity, redefining what it means for a sports brand to be relevant in a post-analog media landscape. As audiences migrate toward new forms of engagement, the campaign successfully reinvents national legacy for a digital era, sustaining cultural pride while reaching viewers who may never set foot in a stadium but will gladly pick up a controller or follow a streamed match. The campaign earns 73/100 in Clapboard’s global creative archive. This work signals to the sports category that brand narrative is no longer just about on-the-field exploits but about building meaningful, future-facing platforms for cultural significance and authentic identity.