Our goal with this video was simple: to ignite excitement for Super Bowl LVIII on Nickelodeon! By featuring Tom Kenny and Bill Fagerbakke—iconic voices of SpongeBob and Patrick—in full motion-capture suits, we created a dynamic and hilarious behind-the-scenes featurette. Intercut with nostalgic moments from the beloved series, the video highlighted the uniquely Nickelodeon twist on football’s biggest night. The objective was to remind fans, both old and new, that the Nickelodeon broadcast is the one worth watching—because it’s always going to be F.U.N.!
The strategy was to fuse SpongeBob’s humor and nostalgia with the grandeur of the Super Bowl, reigniting long-time fans’ love for the franchise while inviting new audiences into Nickelodeon’s world. Tom and Bill’s goofy antics in motion-capture suits brought authenticity and laughter, perfectly blending the personalities behind the characters with iconic moments from the show.
We released the video on TikTok and Instagram as part of a larger campaign that celebrated SpongeBob’s involvement in Super Bowl LVIII. Challenges included ensuring the humor resonated across age groups and leveraging the video to complement other campaign content, such as influencer activations and interactive social elements. By pairing SpongeBob's irreverent charm with Tom and Bill’s offbeat energy, the execution struck a chord with audiences and stood out amid traditional football content.
This behind-the-scenes video became a standout success, sparking excitement across social media. On TikTok, it racked up an impressive 9.2 million views, making it the top-performing piece of Super Bowl LVIII content for Nickelodeon. The broader campaign secured 470 million social impressions and 27 million social engagements, with Nickelodeon emerging as the #1 mentioned brand on game day.
The response from fans was overwhelmingly positive, with comments celebrating the fun, nostalgia, and originality of Nickelodeon’s approach. This video exemplified how to connect with audiences through humor and heart, cementing its place as a key driver of the campaign’s success.
