SquareSpace - Super Bowl & Live Commentary Show
Half of the country watches the Super Bowl, but less than half of them actually watch football. So we created a show for the 75 million non-football fans. The artsier, funnier, less truck-y types. A live, unauthorized, alternative commentary of the Super Bowl, called “Real Talk” where we go way beyond the game.
Live Unofficial Super Bowl Commentary with Key & Peele
:30 In-Game Spot
:30 Pre-Game Rituals
We ended up with an Emmy Nominated four and a half hour live show complete with guests, live callers, recurring segments, pre-recorded films, a full merch page and every other thing you need to pull off a live show. Including a laywer, Legal Larry, who was off stage the entire show making sure the guys didn’t get into too much trouble.
We released the campaign the same way anyone releases an idea:
a press conference.
Here’s how it went down.
Then we teased out a bunch of content leading up The Big Game.
The Anticipation Was Wild.
In the meantime we were scrambling to create a structured run of show for K&P to improv through. We wrote prompts and scripted segments to push along the storylines of our characters, created idents and lower thirds, and made hours of pre-recorded content to cut to –to give the guys breaks.
You gotta have a merch store.
Full of all the Real Talk swag you could ever want.
We aired ads for said merch between segments.
There was one (obvious) hiccup. The NFL said they would sue us if we mentioned team names, player names or… anything else.
So we brought everyone in on the joke and leaned into it. K&P now having four and half hours to improv with a hysterical legal hurtle.
And at kickoff we were ready.
SquareSpace SB :15 Legal Issues
How do you improv for 4.5 hours?
The Live Show
It was Bananas.
We were writing based on the game and Twitter. They were improv-ing, people were calling. Our censor button broke. One of the clients fainted. And we were updated their SquareSpace site live.
In the end.
We trended on FB and Twitter.
Google and Dominos Tweeted at us. Doritos made a SquareSpace site.
We did what we set out to do. Make a show for the people who don’t like football. And an Emmy Nomination felt pretty good too. (Enjoy your 7th Emmy, Jimmy Fallon.)
Key and Peele even took the idea into the MTV Video Music Awards the next year.
