Oklahoma’s 988 Mental Health Lifeline kicks off Super Bowl LVIII with a bold public service announcement during what is known as the biggest time of the year for highly-anticipated campaigns and commercials. The 988 Lifeline provides 24/7, free and confidential support for people in distress, prevention and crisis resources, and best practices for professionals.

Actor, Writer, Comedian and RYB Director Paul Scheer directed and starred in the campaign titled “Fake Happy” that features a series of short commercials from automotive and fragrance to sports and food. As Scheer transitions between the humorous roles, he drops subtle hints at his unhappiness as the campaign delivers a powerful message: “commercials are fake, what you’re feeling isn’t.” Ending with a call to action, directing attention to the 988 lifeline number, the campaign highlights the crucial importance of mental health awareness, even during America’s most humorous time of the year.

“We are showing you, in commercials — the one place where everyone is fake happy — what if they really said what was on their mind?” says Scheer. “That was something I wanted to be a part of. It’s something that’s so universal and so important for us to continue to talk about.”

“We’re constantly sold on social media or in Super Bowl commercials that everyone else is living a perfect life, but that’s not reality,” notes Macy Muirhead, Creative Director at Insight Creative Group. “We wanted to show Oklahomans that they don’t have to fake that they’re okay in a relatable, even funny, way.”

This professional campaign titled 'Fake Happy' was published in United States in February, 2024. It was created for the brand: Oklahoma Department of Mental Health, by ad agency: Insight Creative Group. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 2 months ago.


Client: Oklahoma Department of Mental Health and Substance Abuse Services

Agency: Insight Creative Group
Executive Producer: Matt Farley
Producer: Jen Pierce
Creative Director: Doug Farthing
Creative Director/Writer: Macy Muirhead
Art Director: Paige Shead
Post Production/Editor: Rob Whitlow

Production Company: RYB
Director: Paul Scheer
Managing Director: Rob Baunoch III
Executive Producer: Jenn Mickelson
Producer: Jeremy Nachbar
Director of Photography: Elias Talbot
Production Designer: Geoff Flint

Oklahoma Production Support: Retrospec Films
Line Producers: Brandon Forbes & Dylan Brodie

Sound & Music: The Diner

VFX: Versus

Color: Company3


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