Different kind of rock star, different kind of Super Bowl ad

The creative brief was to highlight the fresh, local, made-from-scratch food that has transformed the Hard Rock menu over the last few years — and to do so without surrendering any of the brand’s rock edge. The result: “Meet Our Other Rock Stars,” new 60 and 30-second spots, written and created by Duncan/Channon, directed by Henry Hobson and produced by Alive and Well. The media brief was to reach 33 million people in 53 countries — and to do so without surrendering much of the brand’s marketing budget. The result: Hard Rock crafted a partnership with Facebook to hit users while they’re trash-talking with friends before, during and after the first streaming Super Bowl. Betting line: Hard Rock overwhelmingly favored to win.