THE CHALLENGE:

American culture has always played an important part of our lives. But its influence is increasingly drowned out by American superficiality and the noisy cult of celebrity. Our task was to cut through this veneer and remind audiences of the deeper impact of all things American on modern society.

THE SOLUTION:

We tackled assumptions head on by showing the epitome of American superficiality through vapid, in your face cheerleaders. But instead of them spelling out the name of their college football team, they cheer about the sheer breadth of culture America has given the world.

THE RESULT:

The campaign has tracked positively with 16% of adults recognising the spot, rising to 21% of 55+. 48% stated the trail was for the All American Season or a series of programmes about America. Importantly, the trail was seen as unique looking and attention grabbing.