Gopuff didn’t have enough money to make a Super Bowl commercial, much less sponsor a halftime performance. But we did have enough for a second-screen activation that took half the time and a fraction of the price: the first ever Quartertime Show.

Gopuff partnered with Lil Dicky for a whirlwind performance that dropped an hour before the main event. A halftime show a whole quarter early was the perfect fit for a delivery service that’s all about speed. And 239 million views later, we learned that hacking the Superbowl doesn’t mean turning out the lights or messing with the ball pumps; you just need to get Lil Dicky in a spacesuit.

Cannes Lion Bronze 2022