Sometimes, the media buy drives the concept.

For this year’s big game, we decided to make a statement. We wanted everyone to know, at Verizon, our season never ends. The minute the game wraps, we begin our preparation for next year.

The best way to illustrate that concept was to appear after the confetti had dropped—to buy a cheaper, post Super Bowl ad slot. A move that not only strengthened our overall concept, but also proved why we’re the official sponsor of the NFL.