Bill Murray Wants Your Help—Yahoo’s Super Bowl Email Stunt

Yahoo is making a quirky comeback with a regional Super Bowl ad featuring Bill Murray—without even showing its own logo. The 15-second spot, airing in 18 major U.S. markets, plays out like an interactive puzzle, where Murray appears distressed after seeing a dog staring back at him in the mirror. His plea? "Email me!" Viewers who write to Billhimself@Yahoo.com receive an automated (but slightly personalized) response from Murray, kicking off a multi-email storytelling experience.

The campaign, developed by agency American Haiku, unfolds across three email exchanges, featuring videos of Murray explaining his bizarre predicament. If that’s not engaging enough, Yahoo is also running a live “BillCam” during the game, where Murray will read and respond to select emails in real time. This second-screen approach isn’t just a gimmick—it’s a direct push to re-engage users with Yahoo Mail while celebrating the brand’s 30th anniversary.

Yahoo’s Chief Communications Officer, Sona Iliffe-Moon, sees this as more than just a stunt. With Yahoo’s major platform refresh and a monthly reach of 90% of U.S. internet users, the campaign is a nostalgic yet modern reminder of the brand’s presence. By blending humor, celebrity power, and interactivity, Yahoo’s Super Bowl play is less about traditional advertising and more about rekindling an old friendship—with a little help from Bill Murray.

Full story at AdAge.