It started as a :30 second buy on Super Bowl LI. It ended up a :60.

And we couldn't be happier.

Credits
Engage M1

Leo Burnett Detroit
 
Team Members
Creative Directors: Steve Glinski, Tim Thomas
Associate Creative Directors: Matt Perry, Stephen Kerry
Executive Producer: Brian Dooley
Senior Producer: Tom Hillebrand
Production Company: Tool
Director: Erich Joiner
VFX/SPX: Timber
Editorial: Arcade Edit
Editor: Paul Martinez
Sound Mixing: Eleven Sound
Sound Design: Eleven Sound
Color: The Shed