Tom Brady was featured in a commercial for Hulu at the end of the first quarter of Super Bowl LIV, and it seemed to "lean in to fierce speculation" surrounding his future, according to Katie McInerney of the BOSTON GLOBE. The way the commercial begins "probably terrified Patriots fans," as a "moody black-and-white tone and melancholy piano music" plays in the background as Brady walks onto a non-descript football field. Brady says all good things "must come to an end" but then gives his pitch for Hulu. Brady implores viewers to "give up television," but ends with: "But me? I'm not going anywhere" (BOSTON GLOBE, 2/3). The WALL STREET JOURNAL's Suzanne Vranica notes Hulu "bought its Super Bowl ad time in July and began brainstorming." The streaming service "wanted to stand out and try something new," so discussions with Brady "started in November." Hulu wanted "something that would be culturally relevant." It spent roughly $7.5M on its 30-second spot. The ad was "filmed in four hours in December at Gillette Stadium." Hulu shot "two endings," and the "one on the cutting-room floor ended with [Brady] saying: 'See you next season.'" Hulu VP/Brand & Content Marketing Ryan Crosby said that both endings "basically said the same thing," but the "'I'm not going anywhere' line potentially had a broader range of meanings" (WALL STREET JOURNAL, 2/3).
TALK OF THE TOWN: ABC's Amy Robach said Brady "still managed to be the talk" of the game despite not playing in it. MSNBC's Donny Deutsch said Brady's ad was the "playbook on how to do a Super Bowl." There was a "big tease up to it," and what was "really smart about it was (that there) was one celebrity used really well" ("GMA," ABC, 2/3). ESPN Radio's Mike Golic Jr. joked, "Shame on Tom Brady for exploiting the feelings of the fans in New England for a dollar" ("Golic & Wingo," ESPN Radio, 2/3). FS1's Nick Wright said while Brady "wasn't always focused on making the most money, he now clearly is willing to hijack Super Bowl week to do a Hulu commercial and promote it the two days before the Super Bowl" ("First Things First," FS1, 2/3).
