How to Get National Attention With a $100,000 Local Super Bowl Ad

Georgia lawyer explains his fire-and-brimstone strategy

While brands this year spent millions trying to score a Super Bowl hit, one Georgia  lawyer has perfected a formula for creating viral Big Game ads. He's struck gold not once, but twice. Best of all, he only spent $100,000 for this year's spot—a little over $20,000 for airtime in Savannah, Ga., and the rest on production, casting, crew and equipment costs.