Newsletter from September 18, 2026

Super Bowl Case Study

We made a Super Bowl commercial

Benjamin Diedering

sent: September 18, 2026

Subject: Super Bowl Case Study

Hello,

I’m in Colorado this week for a big brand production. And it got me thinking, while running BDX, I’ve had the opportunity to work on so many different projects with different brands. But by far the most questions I get asked about: ‘how did you guys pull off that Super Bowl spot?’.

In this edition, I’m breaking down one of BDX MEDIA’S biggest productions to date a Super Bowl campaign that we built from the ground up.

I want to walk you through the strategy, execution, and thinking behind it. I want you to have an idea about how we created a national-scale moment without a national-scale budget. Consider this a case study. By the end of it, you’ll understand exactly how BDX brought this to life and what it means for how brands can show up at the highest level.

We’re also planning another Super Bowl campaign for next year. If you know a brand that should be part of it, send them our way. We even have a $2,000 referral bonus.

LOCAL MEDIA PLAY

Most people assume there’s only one way to advertise during the Super Bowl: spend $7 million for a national slot and hope it lands. That assumption is wrong, and it’s exactly why BDX was built to challenge. Here’s what most brands don’t know: every U.S. region sells its own local broadcast ad slot during the Super Bowl. The national feed runs the big budget spots. But in each market, local affiliates sell their own inventory, real airtime, real game broadcast, real audience watching live, at a fraction of the national cost. You’re still in the Super Bowl… you’re just smarter about how you got there.

We took this insight and built an entire campaign around it. We bought a local slot in St. Joseph, Missouri, a small town, a real community, a packed bar full of people watching the game. And then we turned the moment of that ad airing into a content activation that looked and felt like a national Super Bowl launch!

FROM SCREEN TO SCENE

The local media buy was the foundation. What we built on top of it is what made this project worth talking about.

Our team was on the ground in St. Joseph on game day. We filmed the watch party as the ad went live: real fans, real reactions, real energy in the room when the spot came on screen.

We captured the cheers, the close-ups, the wide shots of people losing it over a brand they’d just seen for the first time on the biggest night in American sports. Then we extended the story beyond the bar. We filmed the same ad playing across an entire wall of televisions inside a local Best Buy, screen after screen.

To anyone watching the content, it looked exactly like a nationwide campaign. It had the visual scale of something that cost millions. It had the production quality to match. It had the cultural moment that every brand dreams of owning on Super Bowl Sunday.

What we delivered out of it:

A 60-90 second hero highlight film, the centrepiece of the campaign
Three social cutdowns formatted for vertical and square
50 event photos for PR and social use
Behind-the-scenes content that told the story of how we pulled it of

WHY IT WORKED

The marketing industry loves a smart stunt, and this was one. But the reason it worked goes deeper than the trick. The campaign worked because it was built around a genuine insight, not a gimmick. The local broadcast slot is a real media buy. The crowd reaction was real. The content we created from it was excellent. Smoke and mirrors only get you so far. The substance behind this campaign is what made it shareable, credible, and genuinely impressive.

That line is at the core of how I think about great marketing. The brands that win aren’t always the ones with the biggest budgets. They’re the ones with the sharpest ideas and the execution to back them up. What BDX did here was find a gap in how people assume the game is played and walk straight through it. This is also the kind of project that reminds me why I built this company. Being trusted to put a brand on the Super Bowl stage, to create a moment that genuinely competes with the biggest advertisers in the world, that’s not something I take lightly. Projects like this are a reflection of what BDX has become and what we’re capable of. I’m proud of this one

The brands that win aren’t always the ones with the biggest budgets. They’re the ones with the sharpest ideas and the execution to back them up. What BDX did here was find a gap in how people assume the game is played and walk straight through it.

THE BIGGER PICTURE

The Super Bowl project didn’t come out of nowhere. It’s the result of years of building the production capabilities, the strategic thinking, and the client trust that allow us to take on work at this level. We’ve operated at the World Cup, at major cultural events, across markets in Europe and North America. Each of those experiences sharpened something. What I want existing clients and partners to take from this is simple: BDX doesn’t just execute. We think. We find the angle that most agencies miss, build the production to support it, and deliver something that punches above its weight class every time.

If you’re a brand or a marketer looking for production help… reply back to this email or message us! We’d be happy to work with you!

WHAT’S HOT

My first GTA predictions comes true! https://www.instagram.com/p/DdSpMDAF306/?utm_source=ig_web_button_share_sheet: Miami is about to turn into Vice City, irl.

Read my take here. https://bdxmedia.com/en/november-19-changes-everything/

Kai Cenat takes over NYFW: https://www.instagram.com/p/DdNXwrziLIE/?utm_source=ig_web_button_share_sheet

What did you guys think of his new brand launch?

From bad to worse: https://www.instagram.com/p/DdbxK_VlYsR/?utm_source=ig_web_button_share_sheet

Nike just can’t catch a break. Mbappe leaves for On.

COMMUNITY & EVENTS

BDX MEDIA is hiring! And we’re looking for motivated individuals to join our US and German offices.

Find the roles here! https://bdxmedia.com/en/jobs-us

If you’re interested in any positions and think you’ll be a good fit, reply back to this email or apply using the link above! We also have a $1000 referral bonus if you know anyone fit for these roles.

Hope you liked today’s letter, lots of info I hope you learn from. See you next week.-Benni

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