DUKE’S MAYO | DUKE’S MAYO BOWL
Stunt
Over the last couple years, college bowl games have become a hotbed for big, loud, potentially absurd brand stunts. As a proud sponsor of a bowl game—and a leader in marketing that’s not afraid to get a little silly—Duke’s Mayo wanted to make their mark on college football in a way that couldn't be ignored. The question was, how?
We got to brainstorming headline-worthy acts, and ultimately devised a plan: in a grand televised moment, we’d remove the costume of Tubby, Duke’s Mayo’s mascot.
Underneath would be none other than hip-hop’s greatest hype man, Flavor Flav.
To add to the firepower, we decided to reveal Flav right before the mayo dump, AKA, the tradition where the winning coach gets a cooler full of mayo dumped on their head. This would ensure maximum media coverage and a savory interaction between legends.
The coach’s reaction to Flav and the mayo dump that followed were, frankly, nothing short of spectacular. See for yourself:
THE TEAM
Creative Directors: Dustin Artz & Justin Bajan
Copywriter: Ben Englander
Senior Art Director: Sarah Wallace Carr
Agency: Familiar Creatures