MIGHTY WINGS : A BAD LIP READING (REGULAR SEASON)

DOLLAR MENU & MORE : A BAD LIP READING (PLAYOFFS)

I'M LOVIN' IT : A BAD LIP READING (SUPERBOWL)

TWITTER : A BAD LIP READING (SUPERBOWL)

The NFL is stingy with licensing their footage. They simply don't allow it to be used beyond the purchased intent. No YouTube. No websites featuring Super Bowl spots. Nothing. Making it nearly impossible to create a cultural wake for a spot that runs once then disappears. So, how do you amplify something that only happens once? Turn its scarcity into your greatest asset.

We sold this initiative to McD's. But they're a big corporation with a big legal department and it was a big problem. So we pulled the plug. Here's what we pitched, sold, and unsold.