Highdive | Communication Arts

The city of Chicago has a record with a few-time champions. The famous Bulls dynasty of the 1990s “three-peated” 2 times, earning 6 NBA titles. The Blackhawks gained 3 Stanley Cups over 6 many years in the 2010s. And now, there is a new Chicago three-time champion banner to dangle from the rafters: advert company Highdive has captured the variety-1 ranking on the United states Now Super Bowl Advert Meter an astonishing three many years in a row.

From still left: Partners Chad Broude, Louis Slotkin, Mark Gross and Megan Lally.

The agency has thrice conquered the hearts of the hundreds of millions of viewers who tune in just about every yr for the Significant Match. But irrespective of the enormity of that accomplishment, it is just 1 day of the year. For the other 364 days, Highdive is launching global operate, making transformative 360 campaigns for consumers like Jeep and the Nationwide Hockey League (NHL), and building its trademark healthful customer interactions. Like an authentic, all-toppings-included Chicago sizzling canine, this agency is loaded.

7 many years in the past, Highdive’s founders and co-main resourceful officers Mark Gross and Chad Broude left the massive agency life for the reason that they needed to commence their personal shop. Gross explains their motivations: “Chad and I have been hunting about and saw a need to have for more compact, extra nimble inventive stores that slice out some of the levels.” They walked out the doorway of their work with no customers in tow. “It’s crazy to consider about it now,” Gross claims, “but I have been in the organization a extensive time. I understood people today would decide on up the telephone. We took our contact e-book and hustled.”

Remember as a kid when you to start with climbed to the top of the maximum diving board at the community pool? It took guts and braveness to dive off. Gross and Broude uncovered obvious parallels to what they were being undertaking at the time. An company title was staring them in the experience. “Sure, it is a metaphor about beginning your possess organization,” states Broude. “But for us, it was the excellent metaphor for the sort of do the job we desired to do: the daringness, the spirit it normally takes to climb up the ladder and get to that room exactly where you can develop get the job done so strong it simply cannot be overlooked.”

They jumped, and Highdive was born.

With a identify recognized, they now needed a central reason. Gross states, “All my experiences in promoting where by we’ve carried out killer get the job done, it’s been with a balanced company-and-shopper romance.” So they created it a tenet: developing healthful customer interactions will lead to awesome work.

“The purpose for healthy customer associations is that you get a superior resourceful product—there’s genuine science at the rear of it,” Broude describes. “When you have excellent associations and establish have faith in, the concepts [flow freely] back again and forth, which lets for superior perform. It [lets] us say factors with out panic for how clients will respond, and they can do the exact.”

When asked about prospective aspiration customers they’d like to include, they equally mentioned it is not about the who it’s the why. “We want daring customers who are aligned with us and appreciate the obstacle of model transformations,” claims Broude. “What we do not really like is that cruise control attitude.

“[Chief marketing officers] like to get the job done with us due to the fact we’re extremely keen on removing the ‘ta-da moment,’” Broude continues. “Traditionally, an agency would get briefed, go away for a when and occur again with the a single shiny campaign. Which is not our type at all. We like to provide our shoppers in early and generally. We leverage their know-how they’re manufacturer experts who live and breathe the manufacturer 24/7. We are not likely to fake like we recognize their brand name far better than they do. We continue to keep them in the course of action just about every step of the way.”

Chad and I had been wanting about and noticed a want for smaller, much more nimble inventive stores that slice out some of the levels.” —Mark Gross

“When shoppers occur in for a inventive presentation, we’ll have the overall tactic laid out on the wall,” says Gross. “It’s very a great deal a operate session, and that leads into the work.”

One big supporter of Highdive is Olivier François, world wide chief promoting officer and brand name main govt officer of Abarth and Fiat at automotive organization Stellantis. “Highdive’s innovative ambition is without having limitations,” states François. He’s viewed firsthand the effects that the agency has had on his manufacturers throughout a range of media and tasks. “Between its work on Tremendous Bowl strategies such as Groundhog Working day to product or service launches which includes Jeep Wrangler 4xe and Grand Cherokee 4xe, to our the latest partnership in between the Jeep manufacturer and Jurassic Entire world: Dominion, [the ad agency] continuously and enthusiastically delivers creative magic. On top of that, they are truly great folks who are wonderful to work with day in and day out.”

François’s trust in Highdive led to the assignment in 2018 for Jeep’s Tremendous Bowl location. The advertisement company established a reprise of the typical movie Groundhog Day that includes Bill Murray, netting it its very first variety-a person Advert Meter position.

It wasn’t a new knowledge for Gross, though, possessing gained various number-one Ad Meter placements previously in his career. Has he uncovered the secret components for building the excellent Tremendous Bowl location? He outlines some of the crucial attributes of a wonderful Big Sport advert. “It’s not a time for inside of jokes and getting a pretentious voice,” Gross states. “It’s about populist humor and storytelling that everybody can enjoy. [More than] 100 million individuals are viewing. If you seem at all the best-rated places, they all aspect good relatable storytelling that appeals to the masses.” In the 2022 Ad Meter winner for Rocket Mortgage, Highdive located a way to just take the recent realities of the house obtaining marketplace and relate it to an All-American typical, Barbie, as the well known doll tries to get her “Dreamhouse.” Actress Anna Kendrick lends her humor and appeal to the spot, with the storytelling highlighting the product all the way by.

A different veteran of Super Bowl promoting is O Constructive Movies director Jim Jenkins, who worked with Highdive on the Groundhog Working day-themed Tremendous Bowl location. While building the commercial, he stated to Broude and Gross, “The finest ad of the video game is commonly the best advert,” a sentiment that the two concur with. “He [meant] that the finest ad is the a person that evidently articulates the brand’s values in the most memorable way,” Broude provides. “What individuals miss are the fundamentals. Persons want to really feel one thing about the model just after the close. You look at the game—it can be a lot of bells and whistles, and viewers drop sight of the crystal clear manufacturer concept. It’s worthwhile for them to go by the journey.”

Each and every of Highdive’s range-1 rated spots requires that marquee Tremendous Bowl component: celebs. Broude and Gross have realized that it is important to get the most out of them. “You have to use [celebrities] adequately and fully grasp they have a brand to defend know their strengths and weaknesses,” claims Broude. “It’s astounding how a lot of individuals misuse celebs. We usually try out to make the movie star greatly enhance the principle and the tale, somewhat than the other way around.”

It’s also vital to bear in mind that the Super Bowl is no for a longer time a just one-working day event. “This is a commercial that has to last for our clientele all 12 months,” Broude adds. “Identifying that celeb is definitely important. Yeah, they may be fantastic for the spot, but how are they excellent for the information you produce pregame and postgame to continue to keep supporters engaged and entertained?” To see an example, do a brief YouTube lookup and observe the hilarious teaser video they manufactured with Seth Rogan and Paul Rudd to buzz up Lays’s 2022 Large Game location.

We’re in the business of setting up manufacturers. Achievements will help us establish our have model. When we win the Super Bowl three several years in a row or start a global marketing campaign, it receives a large amount of focus and strengthens our brand name.” —Chad Broude

Is a little agency winning the quantity a person distinction three a long time in a row a new trend, or is Highdive an outlier? “No one particular our size has ever accomplished this normally, it’s the giant holding companies with the substantial shopper rosters,” Gross states. “For us, accomplishing it at our measurement, we’re actually happy of it.”

“We’re in the organization of developing models. Good results assists us make our possess model,” Broude adds. “When we earn the Tremendous Bowl a few decades in a row or start a world marketing campaign, it gets a great deal of consideration and strengthens our model. It also will make folks sense some thing when they listen to the title Highdive. It assists the new organization pipeline way too. There is a good brand association with our reputations.”

If the Tremendous Bowl operate is Highdive humor at its best, then current ads for the NHL possible qualify as the advertisement agency’s showcase for the extraordinary. Starting with the Absolutely nothing Common marketing campaign that debuted all through the 2021–2022 time and culminating with 3 Stanley Cup–themed ads airing throughout the playoffs, Highdive designed an iconic series that won the hearts of hockey enthusiasts. The places weren’t just effective they were being successful far too. The Almost nothing Standard campaign resulted in a 61-p.c boost in ad awareness considering that prior seasons. Making content which is equally imaginative and efficient is section of the Highdive DNA and its blueprint for achievement.

The two consider about future company development but sense self-assured it will choose treatment of by itself. “The only thing which is significant to us is we want to remain who we are,” states Broude. “We want to preserve our lifestyle our planet-course creative and our tremendous constructive, wholesome associations with consumers. If we do that, the sky’s the restrict. But we’ll under no circumstances grow at the chance of forgoing any of that.”

“For us, it is about careful development,” Gross adds. “I really don’t consider we’re greedy. We want to do the job with consumers who do terrific work and make absolutely sure our workforce are joyful as we increase.”

Their employees’ contentment suggests almost everything to them. “Many of the people right here wear Highdive hoodies or swag as a badge of honor,” claims Broude. “Until you commence an company, you never actually have a feeling of how gratifying that can be. We’re delivering work for almost 100 individuals. It is really magical.”

So, are Broude and Gross pondering about earning four-peat status at this year’s Tremendous Bowl? Of system, they say. And never be amazed if they pull it off. But Highdive’s Ad Meter wins are just component of its tale. “We have a large amount of success in the Tremendous Bowl, and it retains us leading of mind, but it is a solitary day,” suggests Broude. “The relaxation of the year, we’re launching countrywide and world wide campaigns with quite intense plans and vital-functionality indicators. We consider each challenge with an open thoughts. That goes a lengthy way. Which is the Highdive way.” ca