MEDIA CHOICE: Ian Darby, Campaign's media editor, picks NFL's giant inflatable promoting the Superbowl

"It takes balls to erect something large next to the London Eye. You've got to be pretty cocky to think that you can achieve impact when you're pitching yourself against 'God's own bicycle wheel'. But NFL pulled if off with a truly giant inflatable to support last Sunday's coverage of the Superbowl. The sheer scale of the American footballer had necks craning among the thousands of Eye riders in the days before Tampa Bay crushed Oakland. PR coverage was inevitable, but even based on the immediate effect of the outdoor activity, this was effective, good-value media alongside the more obvious routes of a press and poster campaign."

Client: NFL

Medium: Outdoor inflatable and field marketing near the London Eye

Media planning and buying: Gavin May and Anthony Swede at Naked

Communications

Creative: Karmarama

Brief: Ensure as many people as possible watch the Superbowl on Five

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