We open on a cockroach crawling through an apocalyptic wasteland. The only living creature to survive the end of the world, the insect passes abandoned buildings with an unforeseen destination in mind. Suddenly our hero stops, a soft warm light beckons to him from the distance. We see that he's staring at a Blockbuster Video. In fact, the world's Last Blockbuster Video. Somehow this brick-and-mortar store has survived not only the decimation of the Blockbuster franchise but the apocalypse itself. The cockroach enters and is affectionately greeted as "Steve" as he goes on to rent his favorite films.

Twenty years ago, Blockbuster was a billion-dollar franchise with eighty-four thousand employees and nine thousand retail locations. Today, there's only a single one left. True to its origins, this retail store continues renting out VHS tapes and DVDS, albeit to a much smaller audience.

Facing lagging sales and the rising costs of maintaining a brick-and-mortar location post-COVID, this mom-and-pop shop decided that 2023 was the year it would make its last stand.

The brand would need to create a campaign to encourage die-hard fans to get through the door and pique the interest of casual observers who may not have known Blockbuster was still around.

The film — a story about one store's resilience against all odds — would steal the spotlight from brands who spent tens of millions more during the Super Bowl.

Originally released on VHS, Blockbuster's commercial was picked up by hundreds of local and national television stations all without paying a single dime for media.

The film gathered +2 billion impressions, reaching an audience 9x larger than that of the actual Super Bowl and ranking on multiple game best-of-SuperBowl lists, including those published by the LA Times, Vulture, and others, despite never having aired on television.

The campaign directly impacted the store’s bottom line; they saw a 200% spike in online sales in the first 24 hours of the commercial release & nearly 1700% increase in the first week, making it one of the busiest weeks in their history and the highest ROI of Super Bowl.