Heinz has launched a new ad campaign, titled “LVII Meanz 57,” which protests the use of Roman numerals when it comes to how Super Bowl games are numbered.
Created in collaboration with Rethink, Starcom’s Publicis 57, Carat and Zeno Group, the campaign includes a spot in which various individuals are stopped in the city streets and asked if they know what LVII means. The majority of respondents are visibly confused and fail to identify what LVII means. Some of them even have some suggestions for those who decide on these topics. “Get with the times, football!” one woman says. A man comes up with the idea of using emojis or something that’s more popular.
The “LVII Meanz 57” campaign, inspired by the hundreds of social media made last year, that protested the supposedly confusing nature of Roman numerals for the Super Bowl, also includes a microsite where consumers can vote on whether or not Roman numerals should be dropped. Those who submit their vote have the chance to win a limited-edition ketchup bottle that boasts the campaign’s title. Consumers are also encouraged to share their thoughts on social media with the hashtag #LVIIMeanz57.
