Rosewood Creative

Ad Age covered the best brand moments on TikTok around the Super Bowl—great to see our work with HexClad Cookware! Thanks Rob Mayhew https://lnkd.in/gKKr-jkn

Did you catch our Super Bowl teaser with Trevor Rainbolt that started an Area 51 conspiracy? [feat. Gordon Ramsay and a "tiny" cameo from HexClad Cookware]

Behind the scenes at Area 51 🛸 An incredible thank you to the best partners HexClad Cookware

SUPER BOWL EXTENSION | Introducing the first ever HexClad Cookware Tiny Pan. For all you tiny aliens out there 👾

SUPER BOWL | An insightful convo between MediaPost's Sarah Mahoney and our Co-Founder Amir Mohamadzadeh discussing our viral Area 51 conspiracy theory on TikTok in the lead up to HexClad Cookware's Super Bowl launch. https://lnkd.in/gPQGduCi

SUPER BOWL | Our "Unidentified Frying Object" spot with HexClad ranked #6 of 42 by The New York Times https://lnkd.in/gXMBNrk8

We said forget the Super Bowl teaser… We took an untraditional approach for the pre-launch of HexClad Cookware Super Bowl spot where we architected an entire conspiracy theory seeded by TikTok influencers. We got the entire Internet truly believing Gordon was at Area 51 and never expected a HexClad Super Bowl campaign to be the culprit. People still believe Gordon was at Area 51 and our SB spot is an elaborate cover up 😂 Here's the full break down of how we seeded our Area 51 conspiracy with zero boosted paid support: Jan 17th: Gordon posts a photo on Instagram, gazing out the window of an airplane, with a mini HexClad pan subtly resting in the cupholder. https://lnkd.in/g8gqvSgv Jan 21st: Georainbolt, famous for identifying locations from photos, releases a video on TikTok claiming Gordon Ramsay's photo must have been taken at Area 51, based on the rock formations seen through the airplane window. Followers flood the comments, applauding him for his insight and genius expertise. This has become Rainbolt's highest viewed video ever, at over 41.7M views. https://lnkd.in/gd7FHzHF Jan 23rd: Ashley Leysha, a flight attendant influencer, claims to be Gordon Ramsay’s flight attendant and raises concern over his "suspicious" flight. She also found the odd mini HexClad pan he left behind. Commenters think she’s actually risking her career by telling her story. https://lnkd.in/gWsC9_M5 Jan 24th: Gordon posts a Gordon Reacts TikTok responding to Georainbolt's Area 51 claim, teasing that he must be working for the Pentagon, but insisting the “proof is in the pan.” His community is blown away that he responded to Georainbolt and leaned into the Area 51 story. https://lnkd.in/gejdQ7mU Jan 27th: Filip Zieba, known for his alien theories on TikTok, presents a UFO theory that links the hexagon shapes in the mini HexClad shown in Gordon Ramsay's photo, Georainbolt's Area 51 claim, and Ashley Leysha's suspicious flight. Followers flood the comments, guessing what the mini pan is designed for. https://lnkd.in/gQ3gYqab Jan 31st: To satisfy all the rumors and conspiracy theories, HexClad released its Super Bowl spot, showcasing that Gordon Ramsay was at Area 51 on a special mission to cook for aliens. https://lnkd.in/gm3DCsse

Does advertising matter right now in the grand scheme of *gestures broadly*?? Probably not, but these roundups keep me sane, so here we are with another. This week’s stories are: 🐓 The OG OOH campaign from Kellogg’s and SURREAL ’s response 🛸 HexClad’s Super Bowl campaign and teaser with Rainbolt, by Rosewood Creative 🥡 The Uber Eats foodspiracy campaign by Special U.S. 🐂 Grey’s “No BS Allowed” promo for the NY Festival Advertising Awards 📺 A Tubi original about an ad agency, cc: Ad Cinema Club 🎮 A new ad format from Discord 🏈 Where I’ll be during the Super Bowl #advertising #marketing #adcampaigns

Thanks for following our journey with HexClad Cookware 👽

🥄 Gordon Ramsay is a HexClad partner and Pete Davidson claims to be an alien. Watch the cookware brands first Super Bowl commercial, which implies that its pans are made from alien spaceships.