My day job, as you’ve probably noticed by now, involves making YouTube videos for a small business audience. At a small business software company.
Expensify, another small business software company, just won that game with their Superbowl ad:
When my colleague Luda shared this with me last week it had fewer than 500 views; it has 7.2 million as I’m writing this. They’ll be paying an estimated USD$5.25 million to air the ad during the game, and I am so curious what percentage of those YouTube views they paid for. A lot of people are commenting that when they clicked to watch the video, the same one comes up as an ad, so clearly they’re paying more than they should have…
I was only half joking when told Luda I might as well quit, there’s no touching their big-budget over-the-top interactive star power collab sweepstakes approach. Definitely not my style, but still… wow. I catch new details every time I watch (”smoke a bong with a porcupine,” why not?) and I’ve watched it So. Many. Times. I even tried scanning the receipts but couldn’t get any of my blurry screenshots to scan properly in the app, which I already have on my phone because that’s what we use for our expenses. I feel so Silicon Valley right now.
Well played, Expensify, well played.