Problem: After airing a Super Bowl spot angled toward finding lost pets, and a commercial lineup cluttered with AI companies, Ring became seen as a company being used to spy on people using facial recognition. Many users unsubscribed from the service in the spot’s wake, and app usage dropped by 35%. They needed a campaign to bring the rhetoric back to the problem they solve and rehabilitate brand sentiment.

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Insight: When the outside world is 2-inches of wood away, having an extra set of eyes on the property offers a sense of relief.

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Solution: With 17 WWE titles, John Cena knows his way around a ring…or does he? After retiring in December, Cena needs to prove he’s still got it. Little does he know, the man whose catchphrase is "you can't see me" is about to meet his match.