Our client wanted a Super Bowl spot. We told them no. Instead, we made them promise that for every advertising cliché that appeared during any Super Bowl commercial, they would donate money to the Boys & Girls Clubs in Southern California. Sounds crazy, but they loved it. We ended up donating $302,138 for all the clichés and generated more than 11 million social impressions during the promotion.

Since we knew all the Super Bowl advertisers would release their spots online before the game, we created 15 second pre-roll ads that would run in front of their ads. Trolling Level: Expert.

We also partnered with over 140 local pizza chains to print our scorecards on top of their pizza boxes. That way anyone who ordered a pizza during Super Bowl Sunday would get a fun reminder about the Helpful Bowl.

Socal Honda Dealers donating money to The Boys and Girls Club for every ad cliché that appears during the Super Bowl https://t.co/fd6Kt65UhA pic.twitter.com/yMckyA0iwG
— Ads of the World™ (@adsoftheworld) February 3, 2017

These Honda dealers are getting set to troll every Super Bowl LI ad cliché so hard: https://t.co/0VGvUOyFwp pic.twitter.com/MKLOhKAd22
— Adweek (@Adweek) January 30, 2017

Guess guac? That avocado ad had dumb guys and a celebrity! (yes, b-list still counts) That’s $10,500 more for the #HelpfulBowl
— SoCal Honda Dealers (@HelpfulHonda) February 5, 2017

Is a $6,000 donation tax deductible? Because that last tax commercial had 3 clichés! #HelpfulBowl
— SoCal Honda Dealers (@HelpfulHonda) February 5, 2017