It was line produced by Flying Fish in Auckland for Psyop animation studio in Los Angeles. The agency was Wieden + Kennedy. The ad debuted during the Super Bowl coverage in January this year to an audience of more than 100 million viewers. Instead of cartoony, the animation style was realistic yet still fun and clever. Soft orchestral music was chosen for the score to contrast it with the popular loud and in-yer-face ads that air during the Super Bowl. This year, eight ads were nominated for the primetime Emmy instead of the usual five.