Objective: Cut Through the Noise
Every human has a brain, but we're not all comfortable talking about how those brains are feeling — especially in Oklahoma, where stigma, fear, and hypermasculinity double-time the taboo.
The 988 Mental Health Lifeline offers free, confidential support for those in mental health or suicidal crises. Building on the success of our 2023 Super Bowl campaign, Insight Creative Group (ICG) sought to once again address mental health issues during advertising’s biggest night — a night full of commercials selling potato chips that make you smile, trucks made for big, tough men, and cologne for the suave, sexy type. Even from an advertising agency ourselves, it all felt so...fake.
There stemmed our idea. What if we held a mirror up to that "fake" perfection as an invitation for Oklahomans to admit how they really feel, without the mask?
With comedian and director Paul Scheer on board, we set out to achieve our goals:
Strategy: Shatter the Illusion
For Oklahoma, 988 is far more than a suicide crisis line. If utilized early, it can provide people with essential tools and resources far before crisis level is reached. Our goal was to demonstrate to Oklahomans that 988 is a safe space to speak up and get help, before reaching a breaking point. The problem is, acknowledgement that everyone is struggling in some way is not what's popping up in your social feed or in commercials on your dentist’s waiting room TV.
From social media to commercials to YouTube, people are seemingly living their best lives everywhere we look. But it’s all manufactured. In reality, many of us are struggling silently, and being surrounded by this "fakeness" can make those struggles even more alienating. We aimed to disrupt these expectations and start genuine conversations about mental health and suicide through creative advertising that defies traditional commercial tropes.
Execution: Get Real — with Humor
According to the CDC, middle-aged (ages 35-65 years of age) white and Native American men account for the highest percentage of suicides in the United States. To reach this group, we teamed up with comedian and director Paul Scheer, known best for his role in the fantasy football sitcom The League.
In the campaign, Paul stars in four parodies of commercials typical of the Super Bowl. However, instead of following the typical script, he delivers a more raw, relatable message. In one, he jumps from the tailgate of the V-988 truck, expressing that he "feels like a shell of a man." Another featured "Dépression" cologne, where Paul dramatically performs on a rooftop, yearning to "just disappear." We also created parodies for "Crisis Chips" and "Teardropz," a sports drink.
Because the entire commercial depended on cues to commercial stereotypes, attention to detail was critical. Our team crafted authentic-looking "brands," from chip bags to truck bed inlays, and meticulously designed each commercial to mirror real ad styles. Production took place across Oklahoma, from rural El Reno to downtown Oklahoma City, aligning with the campaign’s focus on Oklahomans.
The campaign launched two weeks before Super Bowl LVIII, with a resource-rich landing page and social media posts encouraging real conversation. Visits to 988oklahoma.com rose by 21.2% during this period.
On February 11, the commercial aired across the Oklahoma City, Tulsa, Wichita Falls, and Sherman-Ada DMAs, garnering 3,325,405 total impressions. Over the next six months, calls to the 988 Mental Health Lifeline increased by 21.3%, and nearly 92% of website traffic in the following month came from new users reached by the campaign.
The campaign was also featured as a top regional Super Bowl spot in AdWeek and spotlighted on Ads of the World and as “Shot of the Day” on Shots.net. Paul Scheer also posted several times to his personal social media about the project, helping boost the Oklahoma-focused message to a national audience too.
We consider the campaign a success because it increased calls to the lifeline, increased visits to 988 website, and most importantly, showcased mental health in a new way to Oklahomans, especially those who don't acknowledge their struggles as "real" struggles. After air, the commercial received positive reviews across social media:
Feedback was overwhelmingly positive:
"A powerful message. As men, it can be difficult to talk about our mental health. Proud of my state and their investment in saving lives." — Facebook user
“Oklahoma City resident here. Thanks for doing this!” — Instagram user
“I am not generally a fan of star studded ads shown during the Super Bowl, but this is really good, and it got the message across, congratulations to all involved.” — Instagram user
“Oklahoman here. Thank you Paul! Love the commercial ❤” — Instagram user
“Immediately welled up in tears… love this xxx” — Instagram use
