JOHN MUNYAN

Hard Rock spent a bunch of money improving their food, and they wanted to tell the world. The challenge was finding a way to talk about burgers in a way that fits with the brand.

The Hard Rock CMO said that he’s only gotten two phone calls in his life from the head of their parent company. Only one of them was positive. It was right after he saw this spot.

To launch it, Hard Rock crafted a partnership with Facebook to hit users while they’re trash-talking with friends before, during and after the first streaming Super Bowl.