Shopping for Party Food is Its Own Sport in Super Bowl Spot for Sam’s Club and Tyson Foods

With the NFL playoffs in full swing, Sam’s Club recently tapped director Chris Dealy of creative content studio The Collective @ LAIR for a spot for Tyson Foods & Sam’s Club poking fun at sports fan culture and the resulting rituals of gathering food before the big game. Parodying the intensity and scrutiny of sportscasters, the spot feature consumers as if they were athletes in their choices of selecting certain Tyson items.

Dealy, known industry-wide as a multi-talented director and creative director, leveraged his background in improv and copywriting to get the most out of the concept - he comments: “I wanted to treat the situation as authentically and as seriously as possible and use the absurdity of shopping as a sport to create the engaging content - thus the two sportscasters, the set and the script. Once we established that, everything else fell into place.”