 the way the scriptaries it's like kind of teetering on this annoying character and you need someone that can like be annoying but also like likable and charming at the same time and I think that's a really hard thing to pull off. I guess you've just checked in on me. I'm Paul Trillo and I'm a director. I am Rebecca Niles, managing director of live action at art class. Hi I'm Ryan Keaton, I'm the co-founder and chief brand officer at Carvana. Where did this idea of the over-sharing mom come from? It started almost a little over a year ago actually where our brand positioning for a long time was the new way to do something whether it was the new way to buy or sell a car you can only do that for so long. So we wanted to have something that we could involve be a little bit more emotional and be a new brand platform positioning for the company moving forward and so did a lot of work a lot of like you know strategy and planning and research into that and came up with this new kind of like brand positioning campaign which is we'll drive you happy and one of the four spots or campaigns that we created was over-sharing mom and there was a lot of heart for it internally. The concept came from Carvana directly and when we received the boards and initial pitch the the characters fleshed out quite well. They had like the core kind of concept of like starting talking to our son and then it kind of escalates but they were very open to what those situations were as well as like doing little dialogue changes and stuff like that. Paul and the creative team had a lot of fun throughout the casting process really developing the nuances of what you would say and what you would wear which was a really fun process for everyone. The casting probably was the hardest thing of this. I think we had you know 70 or 80 people auditioned for it. I was getting nervous because I was just clicking through like you know dozens and dozens of these tapes and feeling I was like oh man this spot might just completely fall apart if we don't have the right person and then Michelle was like one of the last tapes I looked at. Once we all got on set seeing her come into character it was it was very serendipitous. I can't believe she's not a superstar already because she's just so funny and she really just went for it and leaned all the way in. The actress that came in she just crushed it. I think she she was really great. I mean we have so much content and like cut downs from the 30 to 15s and 6s in terms of like how she could just ad-lib and fold this together and so she really manifested that relatable character who is so so excited about Carvana and wants to tell everyone. I found the perfect car under budget too and I get seven days to love it or my money back. I love it. At what point did you decide or did they decide this was going to be a Super Bowl ad and like what kind of pushed them over that that line? We were always like intending on delivering like first week in February and then I think they just loved it so much internally and they saw you know the Super Bowl aligning with the release date that they pulled the trigger. There was that character dangling because I said before it wasn't like hey we're doing this for the Super Bowl as we get it done we have a week to do it. It was like hey we want to nail this thing and we were I think in front of it enough and the opportunity presented itself but there was something available for the Super Bowl and so we just kind of kind of weighed the opportunity and made the choice there. I was at Bed Bath and Beyond and our producer our agency producer Liz called me and said you know we need to talk about Carvana and everything. I was like oh I hope everything is going okay. She upset so I picked up the phone and she's like we're going to the Super Bowl. Everyone there loved it so much. They decided to buy the ad space and everyone has just been over the moon about it. Tell me what's the process of actually making the ad? Like where were you? How long did this take? It was eight days of shooting but that was for four different spots. Myself and our production team had to look across the board for as many efficiencies as possible through testing, through locations, through COVID. We're shooting a scene for one spot at this location but then we can also turn the camera over and get a shot for the mom spot. We'd get the script and then we would kind of just let Michelle go after that. It was like it was very kind of easy for us to just like drop in and then Michelle just walks on she does the script and then she like gave us like you know two or three other reads just you know improving and changing things up. Oversharing mom plus all of these other you know campaign elements that we talked about as the broader will drive you happy kind of brand evolution. That was done and you know basically around the third and fourth board of last year. My favorite scene to shoot was the wedding scene because they're not salespeople. We rolled on that for like almost 30 minutes and that was Michelle's final scene out of the five days she was shooting and she just went on this wild monologue giving a fake speech to her fake son. People had to like walk away from the camera because I was just like so funny. The one scene where there is the gentleman with the hedge trimmer in front of the house that is beloved first AD Kevin Brady and we cast for that that person quite a bit and then at one point Paul was like what if that's just Brady in that shot we're like let's do it let's let's get him dressed and put him in there so that's kind of our favorite Easter egg to see our favorite first AD in the middle of this through a ball. What were you hoping viewers would take away from this like when they saw the ad what did you want them to feel what did what did you want them to do afterward. I think that the main thing that this commercial really conveyed which we successfully pushed through that we wanted to do was that you could even trust Hermanas to take good care of your mom. It really boils down to like this kind of pure expression of happiness or like unbridled joy where when something really exciting happens to you and you just have to keep telling people and get to the heart of that. I think it was a great platform for us to be able to tell that story and tell the story of truly how happy our customers are when they go through the experience of buying or selling a car with us and so I think that was the big goal and that perfect opportunity and then obviously to to launch and then further kind of cement or new brand positioning was just upside.