SUPER BOWL 2022 : ‘PUSH IT’

What happens when a forest of animals get their first taste of Flamin’ Hot?

Flamin’ Hot has been an icon of snack aisles and the internet for almost three decades, but existed as a flavor not a standalone brand. The challenge: while its predominantly Gen-Z audience loves it, it was time to build its following to other audiences and showcase this transformative effect of a Flamin’ Hot snack on the biggest stage in all of America: The Super Bowl. The spot came to life thanks to an ‘80s hip-hop anthem from Salt-N-Pepa and the help of the latest in CG and animation –– with seven unique photoreal animals joining the chorus. 

Featuring seven fully CGI creatures all built from scratch in record time, the fun and playful commercial showcases each character dancing to the iconic ‘Push It’ by Salt-N-Pepa. To achieve the photorealistic look of each creature, Untold Studios went to never before seen lengths. Over 45 artists, around the globe, working simultaneously. The entire anatomy of each creature from skeleton, to muscles, skin and fur was built using state-of-the-art CGI technology, all carefully simulated, resulting in a natural and compelling final performance.

Recognized at:

AICP: 3x Shortlists // #3 USA Today AdMeter

SUPER BOWL COMMERCIAL

TEASER 1

TEASER 2

VFX BTS FROM UNTOLD STUDIOS