“We rolled those out across organic social, and the handles will be engaging with all different kinds of CEOs, thought leaders, and advertising pundits,” explains Parlapiano.
Tubi also enlisted social media influencers as part of the teaser phase of the campaign, including Victoria Hiegel and Corporate Natalie, who covered The Z-Suite’s Jan. 28 premiere at the Metrograph movie theater in Manhattan.
Meanwhile, DDA pitched in for a series of paid social teasers (including the starter pack), while Vayner contributed three teasers pitching fictional products—including Boppin’ Burgers, which is featured in the show.
“The campaign is a magically comedic example of what happens when you combine receptive clients and out-of-the-box ideas,” says Dana Archer on behalf of the DDA Board. “Our content ranged from corporate satire to Gen-Z tropes, blending humor and relatability in an authentic manner that resonates with diverse audiences.”
Phase 2: Game Day
All that training leads up to The Z-Suite’s big Super Bowl play—a 15-second promo that both Parlapiano and Vaynerchuk expect to be loved and hated in equal measure.
“Personally, I think a lot of the reaction will be, ‘What the f*** was that?’” the VaynerMedia head says with a laugh. “Which is kind of the point!”
Once the Super Bowl promo is out in the world, intrigued—or confused—viewers can head over to Tubi and stream the show’s first two episodes. They can also travel deeper down the Atelier rabbit hole with the launch of an extensive LinkedIn capabilities deck that offers a breakdown of the agency’s services and staff.
ADWEEK can also exclusively reveal the mock ad magazine covers featured in the show from our friendly rivals at… uh, Ad National.
