When Brady hinted at another roast, the internet braced for a Netflix sequel — Kevin Hart even showed up in the comments. Then the punchline landed: the only thing getting roasted was a chicken, inside the new Ninja CRISPi PRO. The launch of Brady's global ambassadorship with SharkNinja turned his most infamous cultural moment into the ad itself, handing the mic to fans to roast him in the comments for a shot at the product.
Role: Creative (Art) Direction
Agency: Golin
Brady looks into the camera: "I think I'm ready for another roast." The internet loses it. A Netflix sequel? Kevin Hart drops eyes in the comments. For four days, speculation does the media buy for us.
Plot twist — the roast is a chicken. Brady pulls back the curtain on the new Ninja CRISPi PRO, announces his global SharkNinja ambassadorship, and flips the bit on the audience: now you roast me. Best lines in the comments win the product.
Press:
Newsweek: Tom Brady Teases Major Announcement Outside the NFL
Athlon Sports: Tom Brady Has Fans Talking After Teasing Big Announcement Friday
Hollywood Reporter: Tom Brady Wants You to Roast Him (and Dinner) For His Latest Viral Marketing Stunt