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Sixt Rent a Car finally figures out what football coaches are saying behind those play sheets

Sixt has more than 2,200 locations in over 105 countries and is renowned for its one-of-a-kind “Sixt Experience” contributing to its rapid growth in the United States.

When you’re a football coach on the biggest day of the year, it’s safe to say there’s a lot on your mind. So, what makes these guys tick? And what exactly are they saying when they hold up those play sheets in front of their mouths? We may never know, but that shouldn’t stop us from at least having a guess. In these super bite-sized social videos, Sixt Rent a Car takes a stab at adding in some probable dialogue to these secret conversations. Whether it’s coaching wisdom, motivational speeches, or just some old-fashioned rental car strategy, when it comes to winning the big game, these guys leave it all on the field.


Together with creative agency SuperHeroes New York, Sixt Rent a Car has created a frenzy of themed micro content featuring opposing football team coaches covertly communicating behind their playsheets, with an irreverent and fun concept that plays around the bad lip-reading trend. The resulting concept comes in the form of 8 snack-sized content pieces that pay tribute to the annual culmination of America’s favorite sport.

With every brand shouting for attention for the big game, our strategy was to create lots of short playful content for our social channels that delivered quick and easy payoffs about Sixt Rent a Car’s premium cars and affordable prices,said Maarten Ordelman, Head of Marketing of Sixt USA.

The work leveraged the legacy of the big game as the holy grail in the advertising and media industries, with a contemporary twist based on how real life happens these days – and it’s no longer ruled by TV.

“Within 12 hours of last Sunday’s games, we were at work shooting, editing and executing this series which we managed to take live within two days. Applying our sequential storyline model we’ve ensured we have ongoing fresh, fun & highly shareable content leading up to the big day –  implementing a hyper targeted social presence through paid and organic social media with a sniper-eyed PR strategy  – and we’re already seeing great engagement and conversation around the brand. The US market is about to discover what we already know – that Sixt takes the car rental experience to a whole new level.” said Rob Zuurbier, Managing Partner at Superheroes New York.

Although the jury is still out, some say they bear a curious resemblance to the two big game’s finalists coaches. But for legal reasons, we’ll just say that’s just crazy speculation. Sixt USA will use these short videos and gifs to create an all out blitz across social channels leading up to the big game, culminating with reactive content to be shared during the game itself.

Have a look at some of the campaign videos here:


About Sixt: Sixt Rent-A-Car has its global headquarters in Pullach near Munich and is a leading international provider of car rental services for business and leisure travelers. The company’s strengths is in its high proportion of premium cars in the fleet and its employees’ consistent personalized service. Together these strengths have given Sixt a leading market position. Sixt was founded in 1912 and maintains alliances with world renowned hotels, leading airlines, and numerous prominent service providers in the tourism sector.