BILL & TED IN WALMART’S
SUPER BOWL AD
LICENSING ICONIC MOVIE CHARACTERS FOR A HIGH-PROFILE CAMPAIGN
BACKGROUND:
Following the huge success of a high-profile Super Bowl campaign, Walmart’s creative agency wanted to create a similar campaign featuring science fiction characters for an ‘out of this world’ theme. Walmart’s previous campaign, Famous Cars, had featured a number of iconic and instantly-recognisable cars from film, TV and animation, including the Batmobile, the Mystery Machine from Scooby Doo, and KITT from Knight Rider.
WHERE BORN LICENSING ADDED VALUE:
Walmart’s creative agency had developed a script featuring Bill & Ted from the 1980s iconic movie, ‘Bill & Ted’s Excellent Adventure’. Born Licensing, as licensing agents for MGM, the Bill & Ted Rights Holders, were able to act as MGM’s agent to assist with the licensing process, the contractual process and the brand assurance and approval processes.
THE LAUNCH:
The Famous Visitors advert launched during Super Bowl LIV (2020) and was regarded as one of the best in an extremely competitive prime-time selection. In addition to featuring Bill & Ted, the campaign also featured characters from Arrival, Toy Story, Men in Black and Star Wars. The Super Bowl LIV attracted 102 million viewers and the extended cut has received over 21 million views since launch.
BILL & TED’S EXCELLENT ADVENTURE TM & © 1988 ORION PICTURES CORPORATION. ALL RIGHTS RESERVED.
THE EXPERIENCE
Being MGM’s agent allowed us to manage the process for Walmart and their creative agency without charging clearance fees. By using our industry experience and handling the licensing process, we were able to allow Walmart and their creative agency to focus on the creative production of the campaign.
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