RPA Creates Super Bowl Spot for Death Wish Coffee Company, Winner of Intuit QuickBooks Small Business Big Game

January 28, 2016


Santa Monica, CA, Jan. 28, 2016 — Today an upstate New York small business, Death Wish Coffee Company, the winner of Intuit QuickBooks Small Business Big Game, debuted its Super Bowl spot, "Storm's a-Brewin.'" The spot, created and produced by RPA, will air during the third quarter of Super Bowl 50 on Feb. 7, and will be the only spot to feature a small business to an audience of more than 100 million viewers.

The 30-second TV spot for Death Wish Coffee, a small business that roasts and packs what some call the world's strongest coffee, features a tribe of fierce Vikings sailing on a sea of black coffee and serving as an apt metaphor for the powerful caffeine in every mug of Death Wish Coffee. Director Isaiah Seret masterfully orchestrated 24 seafarers on an epic longship headed to Valhalla; Academy Award-winning Claudio Miranda (Life of Pi) served as DP. The spot features Diarmaid Murtagh as the main Norseman.

MPC New York handled all visual effects for the spot by augmenting the dramatic and realistic boat and sea visuals to make the finished product an authentic representation of a thrilling stormy voyage.

"It's incredibly gratifying to create a Super Bowl spot for a small business—the unsung heroes of the communities where we live and work every day," said Joe Baratelli, CCO at RPA. "And Death Wish Coffee has an incredible brand personality and a great team driving the company. We were able to create a spectacle of Vikings sailing to battle to show off the fiercely caffeinated coffee and ultimately help QuickBooks with its mission of fueling small business success."

Death Wish Coffee will be the centerpiece for much of QuickBooks's Big Game social content and will be celebrated as a way to rally and inspire other small business owners and entrepreneurs using hashtag #TeamSmallBiz.

To further support "Storm's a-Brewin'" on social media, QuickBooks will leverage Twitter, Facebook and YouTube to drive video views and engagement surrounding the spot. Using Twitter Engager Targeting, QuickBooks will tap into an audience of people who have interacted with previous Small Business Big Game-related content, and retarget them to serve additional content, conversations and engagement related to Small Business Big Game. On game day, QuickBooks will use a mix of pre-planned and relevant real-time content to add texture to the Small Business Big Game campaign and its culminating moment when the spot airs during the third quarter.

About Small Business Big Game Conceived and executed by RPA, the strategy for the yearlong Small Business Big Game program is to inspire, educate and connect the nation's 29 million small businesses. Intuit QuickBooks kicked off Small Business Big Game in June 2015, inviting small businesses to apply on Own It: A Small Business Network. A panel of QuickBooks judges selected the top 10 finalists in September from more than 15,000 applicants. Hundreds of thousands of public votes then determined the grand-prize winner.

This is the second year QuickBooks has worked with RPA to present Small Business Big Game. Educational toy company GoldieBlox, based in Oakland, Calif., received the ad in 2014.

"Small Business Big Game is inspiring and has been an incredible opportunity to engage in a real and meaningful way with small businesses across the country," said Ken Wach, senior vice president of marketing for Intuit's Small Business Group. "We are proud to put a small business in the big game, and thrilled to see how this campaign's not only fueled the success of Death Wish Coffee, but many of the small businesses who participated."

About Death Wish Coffee Company Death Wish Coffee was founded in 2012 after owner Michael Brown set out to create the world's strongest coffee. Using a unique blend of beans and roasting process, Death Wish Coffee has thousands of caffeinated fans throughout the world.

About Intuit Inc. Intuit Inc. creates business and financial management solutions that simplify the business of life for small businesses, consumers and accounting professionals.

Its flagship products and services include QuickBooks®, and TurboTax® and Mint.com, which make it easier to manage small businesses and payroll processing; tax preparation and filing; and personal finance. ProSeries® and Lacerte® are Intuit's leading tax preparation offerings for professional accountants.

Founded in 1983, Intuit had revenue of $4.2 billion in its fiscal year 2015, with approximately 7,700 employees in major offices in the United States, Canada, the United Kingdom, India, Australia, and other locations. More information can be found at www.intuit.com.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to unlevel the playing field for its clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Tempur+Sealy and pivot TV, among others. For more information, visit http://www.rpa.com.