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When Monster Products founder and CEO Noel Lee prepared to shoot his company’s first Super Bowl ad—in fact, its first ad, period—two weeks ago, “I thought it was just going to be two guys and a camcorder,” recalls Lee, whose company makes headphones, speakers and cables.
Instead, NBCU’s in-house Content Innovation Agency (CIA) employed a crew of more than 250 for the spot, which shot for four days around New York City. The ad, inspired by Lee’s life, features 11 celebrities and influencers, including recording artist Iggy Azalea and YouTube star RiceGum, who plays a younger version of Lee.
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