Client
LinkSquares
Project
Celtics Jumbotron Ad
Year
2023
Roles
Creative Director
Challenge
I’m not a huge sports fan (honestly, I’m not even sure I could name a current player on the Celtics), but when my team was asked to come up with a Jumbotron ad for the game, I was so pumped I could’ve started the wave myself.
Let’s be real—most people don’t pay much attention to ads at sporting events. They’re there for the beer, the hot dogs, and the game. So our challenge was to create something that would actually grab people’s attention and keep them glued to the Jumbotron.
solution
Our creative solution? Fake a live dance cam.
We realized that anytime someone starts dancing on the Jumbotron, people instantly look up—so we leaned into that. We created a fake “live” cam featuring our company mascot, Paul. He’s rocking a Celtics jersey and starts dancing like he's just another pumped-up fan. But things escalate until the big moment—he rips off the jersey to reveal a LinkSquares shirt underneath.
It totally worked. We grabbed everyone’s attention at TD Garden, and yep—they fell for it.
The best part? The whole marketing team was there to see it live and catch the reactions firsthand. And completely unrelated to the ad... our Sr. Graphic Designer, Perla, won fan of the game holding what might’ve been the world’s largest slice of pizza. Truly iconic.
