• by Fern Siegel , September 10, 2024

SpongeBob Square Pants turned 25 — and it’s celebrating its TV success in the popular mobile game “Brawl Stars.”

Supercell’s multiplayer game has teamed with Paramount Consumer Products & Experiences for a SpongeBob takeover running through Oct 2. Actor/wrestler Jon Cena stars in the launch spot, declaring, “It’s the epic entertainment tag team fans have been waiting for!”

The commercial opens with Cena on a boat, enjoying the game. But when his phone accidentally goes overboard, the worlds of “Brawl Stars” and SpongeBob collide.

David New York produced the spot as part of a larger rollout, featuring a digital billboard in the U.S. and U.K., as well as promotions in Google, YouTube, Facebook, Snapchat, TikTok and a Reddit gaming takeover.

In the ad, SpongeBob’s cast is reimagined as Brawlers, including a super-muscled SpongeBob and Mr. Krabs. Themed game modes include jellyfishing. Brawls take place on the new Bikini Bottom game map and special, temporary power-ups will provide increased damage, like the Krabby Patty, Clarinet and Kelp Soda.

“Brawl Stars” GM Frank Keienburg said, “The worlds of Bikini Bottom and Starr Park complement each other well, and considering our community’s love for SpongeBob memes, we were confident our players would like to see a collab happen.”

SpongeBob SquarePants has spawned various pop-culture catchphrases, as well as four movies and a Broadway musical. The show is seen in more than 180 markets and translated in 30+ languages.