There will be a new kind of “bot” at
the next Super Bowl.
Sazerac’s Svedka Vodka will premiere its first big game spot, starring its robot spokesperson Fembot, during Super Bowl LX. The ad marks the first national
Super Bowl spot for a vodka brand in the last 30 years, the brand claims.
The :30 spot, created by Sazerac's in-house team with production by San Francisco-based AI innovation lab Silverside,
will run after the game’s Bad Bunny halftime show before the third quarter.
Svedka recently reintroduced the Fembot in a fall advertising campaign following what the brand refers to as a
“12-year recharge.” In addition to the shiny silver female robot, the new big game ad will also feature BroBot, Fembot’s new sidekick
“Our ad will blend human
creativity and dance moves with modern technology,” says Sara Saunders, CMO at Sazerac in a release. “We can't wait for fans across the world to see it all come to life this February on
advertising's biggest stage.”
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The brand has tapped actress, dancer and singer Victoria Justice to help promote the campaign pregame with a contest to teach the Fembot how to dance.
Consumers can submit their “best unique dance moves,” which may end up in the Super Bowl spot, and potentially win a $10,000 cash prize for the wining dance routine. The contest runs
now through Dec. 14.
“Humans will then teach Svedka's Fembot how to perform the routine, which will show up in her finale performance on Feb. 8,” according to the brand.