Peacock will air a “30-second spot” highlighting its new series "Poker Face," starring actor Natasha Lyonne, and it is “set to air during the fourth quarter” of Super Bowl LVII, according to Mollie Cahillane of ADWEEK. The creative leans into the premise of the series, in which Lyonne’s character, Charlie Cale, “can tell when someone is lying.” In the commercial, Lyonne, in character as Cale, “reacts in real-time to Super Bowl spots from brands such as Google and M&M’s that will air during the game as she hangs out in a bar” (ADWEEK, 2/9). An NBCUniversal spokesperson confirmed that the partnerships with Mars and Google were “non-paid creative integrations” (AD AGE, 2/9).
LATE NIGHT: The HOLLYWOOD REPORTER’s Alex Weprin noted Fox News’ Greg Gutfeld is “set to run a 15-second spot promoting his 11 p.m. late night show ‘Gutfeld!.’” The ad will be Fox News Channel’s “only spot promoting one of its linear TV shows during the game, which is airing" on Fox. There will also be a “10-second ad during the Fox pregame show, as well as two ads touting the Fox Nation streaming service.” The broadcast networks that host the Super Bowl all run house ads for their own brands but “usually only a few internal projects make the cut, given the high-profile nature of the event” (HOLLYWOOD REPORTER, 2/8). ET’s Stacy Lambe noted Scream 6 and Paramount Pictures already released its 60-second “terrifying new Super Bowl ad” (ET, 2/8).
SUPERSTAR STATUS: REUTERS' Sheila Dang wrote big-name celebrities are “not uncommon in Super Bowl ads.” But the “level of star power” is unique this year as advertisers “look to unite viewers rather than risk souring the mood with overly heartfelt or controversial messages.” Celebrities from the worlds of music and movies including Ozzy Osbourne and Billy Idol, who appear in a Workday ad about corporate "rockstars," and rapper Jack Harlow, “featured in a spot for Doritos, will hit notes of humor and self-deprecation.” Actor Paul Rudd appears as the Marvel superhero, “reassuring an actual ant that he is not imbibing on the job,” and drinking a Heineken 0.0. In a Super Bowl ad for Diageo’s Crown Royal, Foo Fighters frontman Dave Grohl “sits in a music studio sipping a glass of whiskey” (REUTERS, 2/9).
GREASE IS THE WORD: ADWEEK’s Patrick Kulp reported actor John Travolta is teaming up with T-Mobile for a “minute-long ad in the fourth quarter” with actors Zach Braff, Donald Faison. The brand “previously ran a similar spot with the stars of the NBC sitcom Scrubs last year as a last-minute addition to its two primary Super Bowl ads” starring Miley Cyrus and Dolly Parton. The ad will be T-Mobile’s “10th consecutive outing in the Big Game.” Barring any “11th-hour adds,” it also marks a “somewhat smaller showing than some of the carrier’s previous Super Bowl appearances, which have often consisted of multiple ad buys scattered throughout the broadcast and rafts of A-list names” (ADWEEK, 2/9).
