Jack Link's Sasquatch Rediscovers His Wild Side in Super Bowl Debut in Minneapolis

Aren't there enough brawny, big-footed bruisers suiting up for the Super Bowl already? Apparently not, because Jack Link's is putting Sasquatch in the game. The hulking, hirsute humanoid will roar into play during the third quarter of NBC's telecast—starring in a minute-long spot running in Minneapolis, home of Jack Link's marketing division and Carmichael Lynch, the company's longtime agency partner. Super Bowl LII is also being played there, at U.S. Bank Stadium. Sasquatch has more bite than we've seen from him lately. As the brand-boosting beast races through the woods, humans either run proudly by his side or scurry frantically to escape his clutches. A voiceover informs us, "Only two types of people have ever existed. Those who run with Sasquatch—and those who run from Sasquatch. Those who feed on Jack Link's jerky—a protein snack made with 100 percent beef—and those who don't." [kickout id="1"] Whoa! Judging from those final shots, Sasquatch caught up to that pack-laden camper and enjoyed a "protein snack" of his own. "It's true, Sasquatch is more ferocious in this campaign," Allison Hayes, creative director at Carmichael Lynch, tells Adweek. "We felt like he was becoming a bit too much of a 'house cat,' and wanted to take him back to his roots—outdoors and in the wild." "Feed Your Wild Side" is the tagline, and more spots in a similar vein will break later in February. Sasquatch has worked out with NFL players in the past, so maybe his big-game debut was inevitable. "The Super Bowl acts as a testament to the ultimate athletic performance, and as the ultimate protein snack, it's the right territory for the brand," explains Jack Link's CMO Tom Dixon. "'Running With Sasquatch' pays homage to those that don't just survive, they thrive." Hayes says the creative team didn't know during the production process that Sasquatch would appear during the Super Bowl. "The campaign was supposed to launch a few weeks later, and this particular spot was actually never on paper," she says. "It started as a bonus piece of content that we cut from the highlights of the rest of the campaign, but there was a ton of love for it, and we saw the opportunity from a timing standpoint. This campaign is about people who have what it takes to run with Sasquatch. What better pop-culture moment to highlight that than the biggest game of the year featuring the toughest competition?" • For all the latest Super Bowl advertising news—who's in, who's out, teasers, full ads and more—check out Adweek's Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere. CREDITS Client: Jack Link's Campaign: Runnin' with Sasquatch Spots: Mountain Biking with Sasquatch, Hiking with Sasquatch, Glamping, Falconry, Anthem Agency: Carmichael Lynch Chief Creative Officer: Marty Senn Group Creative Director: Josh Leutz Creative Director: Allison Hayes Creative Director: Luke Oeth Writer: Chris Vandersall Art Director: Arthur Stewart Account Management Team: Alissa Anderson, Catherine Day, Quinlyn Mullaney Brand Planning: Sarah Poluha, Meagan Pagliara Media: Tracy Krulich, Nellie Murray, Melissa Bakewell Public Relations: Allison Dunning, Whitney McShane, Rebecca Lunna Social Engagement: Jeannie Rodway, Gemma Forbush, Matt Avignon Petersen Production Company: Matre Productions Executive Producer: Lisa Keljik Content Producer: Rick Fuller Business Manager: Michelle Caron Account Services: Kate Moret Business Affairs: Brent Larson Production Company: PF100 Director: Dugan O'Neal Executive Producer: Barry Sonders Line Producer: Malcolm Wax Director of Photography: Logan Triplett Editorial: Drive Thru Editorial Senior Creative Editor: Mick Uzendoski Assistant Editor: Dan Laschansky Online/Flame Artist: Derek Johnson Flame Artist: Randy Gackstetter Executive Producer: Beth Wilson Color Grading: The Mill/LA Colorist: Greg Reese Color Producer: Diane Valera Executive Producer: Thatcher Peterson Audio Mix: Sister Boss Mixing Engineer: Dan Kramer Executive Producer: Annie Sparrows Music: "Camp Wilder" Music Company: Black Label Music Performed by: Ken Brahmstedt Written by: Ken Brahmstedt Talent: Falconry: On-camera talent: Chelsea Anderson (Falcon Hiker), Alf Seccombe (Bird Watcher) Voiceover Talent: Devin Glischinski (Announcer) Mountain Biking with Sasquatch: On-camera talent: Shane Kelton (Expert Mountain Biker), Mark Rosen (Lesser Biker) Voiceover Talent: Devin Glischinski (Announcer) Hiking with Sasquatch: On-camera talent: India Grasso (Female Hero Hiker), Micky Adams (Lesser Hiker) Voiceover Talent: Devin Glischinski (Announcer) Glamping: On-camera talent: Elijah Ungvary (Male Hero Hiker), Mike Dempsey (Glamper) Voiceover Talent: Devin Glischinski (Announcer) Anthem: On-camera talent: Chelsea Anderson (Falcon Hiker), Shane Kelton (Expert Mountain Biker), Elijah Ungvary (Male Hero Hiker), Micky Adams (Lesser Hiker) Voiceover Talent: Devin Glischinski (Announcer)

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Jack Link's Sasquatch Rediscovers His Wild Side in Super Bowl Debut in Minneapolis

Would you run with him, or from him?

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