When life gives you a Top-5 NFL draft pick who plays in the world's biggest media market and shares a name with Buffalo Wild Wing’s most famous attribute (sauce), you make a deal with him. Immediately.

TMZ, USA Today, Front Office Sports, ESPN, The Jets Owner, The Athletic, and this Jets fan

The Case Study:

We started with a spot announcing the partnership between Sauce and the place with sauces:

Then we released a spot to announce his new sauce:

And generally showed Sauce loving sauce. Like on pizza:

And wings:

And Chicken Sandwiches:

Then we made a pen that dispensed sauce instead of ink:

And had Sauce show up at a Buffalo Wild Wings to sign autographs...in sauce.

Directed by The Michaels

Made with Jerry Hoak, Graham Davis & Marcus Chin-Quee