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    ‘It’s creativity, it’s not media budget’: How Duolingo’s CMO Manu Orssaud advertised around the Super Bowl

    Duolingo’s infamously irreverent big green bird took its talents to the next level, appearing in the language-learning app’s first-ever regional Super Bowl commercial on Sunday. It’s Duolingo’s biggest ad moment to date, in terms of efforts, and a play to establish itself as a credible brand in the language-learning space, according to Duolingo’s CMO, Manu Orssaud.

    The five-second spot aired regionally in New York, Los Angeles, San Francisco, Pittsburgh as well as Chicago, Miami, and Detroit, followed by a push notification reminding about 4 million Duolingo users to do their lesson. 

    Per Orssaud, it’s a riff off of Reddit’s blip of an ad in 2021 that became one of the most talked-about (and posted-about) commercials of the day. Reddit’s play proved “you can win the Super Bowl game, the advertising game through creativity as opposed to big media buy,” he said. “That’s really why we decided to take this approach. Because that truly is our superpower — it’s creativity, it’s not media budget.”

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