LITTLE BIG BREAK
PILLSBURY
Pillsbury has a mascot named Doughboy. For Super Bowl 2025, we came to learn that the folks at Instacart were kind enough to feature Doughboy in their big commercial FOR ONE WHOLE SECOND. So we decided to treat his second of TV stardom like the biggest deal ever. Because it was.
As seen on TODAY and WhatIsNewYork.
Made with Toan Mai under Savannah Bradford, Mason Douglas, Hanna Wittmark and Kate Baynham at Goodby Silverstein & Partners
It all started with a teaser that was 26 seconds longer than his cameo.
We then gave our little guy an A-List treatment leading up to his big day. Soon enough, he started popping up everywhere to make absolutely sure everybody knew he would be on TV, again and again and again. I ghostwrote as the voice of the Doughboy character across social throughout the entire launch. I would sometimes look in the mirror and remind myself that I am not an adorable 8 inches tall marketing mascot. I am a mere mortal. And those people are not my fans.
All of that, for this one second we were all so stoked about.
He couldn’t get enough of his fleeting moment of fame, and neither could we. So we released an hour long loop of his performance. Please enjoy this as much as I did/do.
And we tied it all together with a petition for Doughboy to get his very own Super Bowl commercial in 2026.