Svedka Super Bowl Commercial to Combine Vodka With AI

Super Bowl viewers will get a taste of something different next year as Svedka vodka prepares a 30-second commercial to air just after halftime on NBC during Super Bowl LX on February 8. This will mark a rare appearance for vodka in the Big Game, an arena historically dominated by beer ads, particularly from Anheuser-Busch InBev.

Sara Saunders, chief marketing officer at Sazerac, which distributes Svedka, explained that the brand had experienced a period of decline before its 2024 acquisition. "In recent months, weve seen consumer growth return," she said, noting that the Super Bowl ad aims to both remind existing fans of Svedka and introduce the brand to millions of new viewers.

The campaign blends nostalgia with innovation. Svedka is reviving its fembot mascot, a female robot that was once central to the brand, alongside a new BroBot companion. The commercial will incorporate artificial intelligence to animate the fembot performing dance moves submitted by fans in a contest tied to the campaign.

While AI in advertising has sparked debatesome worry it replaces human creativitySaunders emphasized that the Svedka team found the process "more time intensive" and creatively demanding. The technology was intended to enhance, not replace, human effort. Sazerac collaborated with AI production company Silverside, known for previous campaigns with Coca-Cola.

Fans aged 21 and over will be invited to participate by posting dance routines on Instagram or TikTok using specific audio and hashtags. Victoria Justice will join the campaign, helping train the fembot to perform the winning moves, which will debut on Super Bowl Sunday.

This Super Bowl entry also comes after Anheuser-Busch InBev loosened its previous exclusivity on alcohol ads in the game, opening the door for competitors like MolsonCoors, Diageo, Heineken, and now Svedka. "Weve been eyeing the Big Game for years, waiting for the right moment," Saunders said. "It seems that time has finally come."

Author: Natalie Monroe