CREATIVE DIRECTOR ◘ COPYWRITER ◘ PERSONALITY HIRE

Super Mario Bros. Plumbing

As one of the first pieces to our campaign for The Super Mario Bros. Movie, we sought to introduce the Mario and Luigi to fans as ambitious small business owners just trying to make it in this competitive world. So, we advertised their plumbing company like any other local upstart.

First, we cut them a splashy commercial, broadcast exclusively to a hyper-targeted media buy of Brooklyn and Queens (their entire service area) during the Super Bowl.

It was a hit, and the high call volume that very real phone number received meant Luigi had to redirect new customers right to voicemail, a custom text chat, and of course, their new, fully functional website.

As a home base for Mario and Luigi’s marketing campaign, the website allowed the brothers to share updates with their ever-growing fanbase.

Besides plumbing van tour dates and merch giveaways, people kept returning to the site because—unbeknownst to Mario and Luigi—it housed a bevy of unreleased film content easter eggs hidden within clickable objects and the site’s own source code.

Even after their TV spot, phone number, and website, Mario and Luigi continued to reach new prospective customers via wild postings, targeted social media ads, and—in the early, wild west days of NIL—even got some college superstars to endorse their small business in a series of unpolished paid videos.

Shout-Outs:
Caroline Morgan, Kyrsti Schwarz, Mike Barry, Jimmy Sandoval, Audrey Tyau, Nick Meledandri, Cameron Farrelly, the whole team at 3AM

Thanks to everyone who helped me get this far.