South Dakota Super Bowl: Story of a State

Everyone knows Mount Rushmore is the only thing worth seeing in South Dakota. At least, that’s the misconception. When our Media team bought a Super Bowl spot, we knew it was time to go big and dispel that notion once and for all. So we asked the band Nine Days—an early-2000s one-hit wonder—to tell the world why South Dakota isn’t a one-hit wonder.

Role: Concept, Lead Copywriter, VO Director

2024 Magellan Award: Gold, TV Commercial

2024 HSMAI Adrian Award: Silver

2024 Denver One Show: Bronze, Use of Music

2024 Denver One Show: Bronze, Social Media Campaign

These days, if you make a Super Bowl spot, you have to build a little intrigue beforehand. So, we created a series of semi-cryptic teaser posts on Travel South Dakota’s social channels. In a nod to the name of the band, our first post went live nine days before the Big Game.

Creative Team: Dave Cook, Jeff Martin, Camille King, Jacob Farwell, Anniston Craddock, Jackson Byam, Avery Anderson, Matthew Munson

Director: Isaac Rentz

Production Company: Hound Content

Editor: Nick Marranzino

Recording Studio: Coupe Studios