When GreenPointe Developers approached Cotton & Company with a last-minute opportunity for Super Bowl exposure, the timeline was immediate and the challenge was clear: promote both Glynlea and Wylder in just five seconds of airtime.
Not a 30-second brand film.
Not a traditional commercial.
Five seconds — during the most competitive advertising event in the world.
The question became: How do you build a Super Bowl-worthy marketing campaign in five days — and make five seconds matter?
The answer required more than a television spot. It required a fully integrated marketing strategy accelerated by AI.
Engineering a 15-Second Story Told in Three Chapters
Rather than producing a single five-second ad, we designed a 15-second narrative arc delivered in three separate five-second placements throughout the Super Bowl broadcast.
Each chapter had a purpose:
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The first sparked curiosity.
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The second escalated tension through humor.
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The third delivered resolution and drove action.
This staggered approach transformed short-form video advertising into a cohesive storytelling experience. Instead of repetition, we focused on progression — building audience engagement across multiple touchpoints during the broadcast.
Designing for the Super Bowl requires understanding attention psychology. Viewers expect entertainment. They reward escalation. And they respond to stories that feel intentional.
Why Character Strategy Was Critical to Campaign Continuity
To create cohesion across fragmented placements, we developed a unifying brand character: Lucie.
Lucie was named after Port St. Lucie — the home of both communities — and was designed to embody the warmth, friendliness, and energy of the region. She became the referee in a playful debate between two people deciding whether to move to Glynlea Country Club or Wylder.
This character-driven marketing approach solved multiple challenges at once:
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Unified two communities in one narrative
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Allowed humor without negative brand comparison
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Created continuity across broadcast placements
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Built a long-term campaign asset
Lucie was not a temporary mascot. She was strategic narrative infrastructure.
Building an Integrated Marketing Ecosystem Beyond Broadcast
The Super Bowl placements were only one layer of a broader, multi-channel marketing campaign.
In five days, Cotton & Company executed:
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A dedicated interactive landing page at PickOurHome.com
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A coordinated email marketing rollout introducing Lucie in advance
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A strategic social media campaign positioning Lucie as a rising “sports personality”
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Broadcast creative deployed in three phases
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A long-term character platform designed for future activations
This integrated marketing strategy ensured the campaign extended beyond game day. The broadcast moments generated awareness, while digital channels captured engagement and sustained momentum.
Modern marketing success requires orchestration — not isolated tactics.
How AI Accelerated the Creative Process
AI did not replace creative thinking in this campaign. It enhanced execution speed and reduced production friction.
Under a five-day deadline, AI-enabled workflows allowed us to:
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Rapidly test narrative directions
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Refine script variations
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Align messaging across broadcast, social, and email simultaneously
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Maintain tone consistency across platforms
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Compress traditional production timelines without sacrificing strategy
AI in marketing is most powerful when used as an accelerator — not a shortcut. By removing mechanical bottlenecks, our team focused on high-level creative decision-making.
This balance between human insight and AI-driven efficiency is increasingly essential in modern brand storytelling.
The Bigger Lesson: What Five Seconds Can Teach About Modern Marketing
What can you accomplish in five seconds?
If treated as an isolated ad placement, very little.
If treated as the entry point into an integrated campaign ecosystem, quite a lot.
In five days, Cotton & Company built:
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A Super Bowl marketing campaign
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A character-based storytelling platform
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A digital engagement hub
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A multi-channel rollout strategy
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A scalable brand asset for future campaigns
The agencies that will lead in the next decade will not be those who use AI the loudest. They will be the ones who integrate it intelligently — preserving human creativity while accelerating execution.
At Cotton & Company, we view this campaign not as a single achievement, but as a model for modern marketing agility.
Because sometimes the most powerful brand stories begin with just five seconds.
Frequently Asked Questions
How do you build a Super Bowl marketing campaign in five days?
Building a Super Bowl campaign under a tight deadline requires rapid creative iteration, integrated cross-channel planning, and AI-assisted workflow acceleration to reduce production friction while maintaining strategic clarity.
How can AI accelerate marketing campaigns?
AI accelerates marketing campaigns by enabling faster concept testing, refining messaging variations, aligning multi-channel content, and compressing traditional production timelines without sacrificing creative quality.
What is an integrated marketing strategy?
An integrated AI-powered marketing strategy coordinates broadcast, digital, social media, email, and web experiences into a unified campaign ecosystem designed to reinforce messaging and extend audience engagement beyond a single placement.
Why is short-form video advertising effective?
Short-form video advertising is effective because it delivers concise, high-impact messaging that captures attention quickly while encouraging follow-up engagement through digital touchpoints.
