To celebrate the 100th season of the NFL, Bud Light and The Kansas City Chiefs wanted to tell the story of a fan who’d been there since the beginning. Enter Melba, a centenarian who had followed the team her entire life through the newspaper, but had never been to a game. Her story is an excellent example of what happens when brands get out of the way and let real people do the talking. The short film generated over 15 million impressions and won multiple awards.

Oh. And the Chiefs won the Super Bowl that year.
Thanks Melba.