Stella Artois: David & Dave
For Super Bowl LIX, Stella Artois brought together David Beckham and Matt Damon for an unexpected family reunion. But a reveal this big deserved more than a single night.
The campaign leaned into social sleuthing, turning the mystery of Beckham's long-lost brother, "Other David," into an internet-wide search. We tapped influencers, celebrities, and other famous Davids to join the hunt, sparking speculation, conversation, and playful theories about who the mysterious David could be.
By inviting audiences to play detective, we transformed a traditional Super Bowl reveal into a social-first mystery that unfolded in real time.
Role: Associate Creative Director
Agency: draftLine / Anheuser-Busch 2025
Results:
246.7M social views across the campaign
14.5B PR impressions, 4.4B in the first 24 hours
6.53M Influencer impressions
50K+ Organic social mentions
The Drum Awards for Marketing 2025: Gold, Advertising
The Drum Awards for Marketing 2025: Silver, Content
The Drum Awards for Marketing 2025: Silver, Creative
London International Awards 2025: Finalist, Humor
AICP Awards: Finalist, Humor
Case Study
The Teaser Rollout
Who is Other David? Before revealing Matt Damon as David Beckham's long-lost twin, we gave the internet a mystery to solve. Through cryptic teasers, an open call for Davids, and the hashtag #WhoIsOtherDavid, we turned the lead-up to the Super Bowl into a search for Beckham's mysterious other half.
The Internet Investigates
We recruited an unlikely team of internet sleuths, including DeuxMoi, Salt Hank, and David Spade, to help uncover Other David's identity. The search expanded into pop culture, with Frances Tiafoe, Maria Sharapova, and Sean Evans joining the hunt, alongside playful brand conversations with David Yurman, Dave & Buster's, and Dunkin'. Together, they turned the mystery into a conversation far beyond Stella's own channels.
David Spade
Mandy Schendel - 79.6k Followers
Sean Evans - Hot Ones
Shannon McNamara - 29K Followers
Hannah Kosh - 291K Followers
deuxmoi - 2.4M Followers
PhatVick “The Wingman” - 4.2k Followers
Natalie Lee - 632k Followers
The Brands Got Involved
The mystery spread beyond Stella's channels, sparking playful exchanges with Dunkin', Häagen-Dazs, DeuxMoi, and even Stella's own UK team. Everyone had something to say about Other David.
Honorable Mention: David Spade
David Spade was convinced he could be Beckham's long-lost twin. From volunteering himself for the role to joking about the reveal, he kept the mystery alive with a running social gag.
Influencers Fueled the Fire
Our influencer sleuths fueled the speculation, with creators like Hannah Kosh, Natalie Lee, and Mandy Schendel drawing their followers into the search. The comments became a mix of theories, jokes, and guesses about Other David's identity.
