Svedka will air the first mainly AI-generated commercial in Super Bowl history. The 30-second spot features the brand’s robot character Fembot and a new companion called Brobot. The pair dances in front of human partygoers while discovering Svedka products inside their robotic bodies.
According to The Hollywood Reporter, Svedka owner Sazerac calls the commercial the first known Super Bowl ad created primarily through AI. The video was almost entirely prompted by AI instead of conventionally shot. The robots‘ dance moves came from a user contest won by 23-year-old Nashville native Jessica Rizzardi.
Brand Takes Risk With New Technology
Sara Saunders, chief marketing officer at Sazerac, said the company knew it was signing up for risk. Vodka ads in the Super Bowl can be polarizing. Smirnoff and Svedka are the first vodka brands to advertise at the game in three decades.
The ad carries an ironic message. It encourages people to put down technology and meet others in person. The message appears when Brobot drinks Svedka and short-circuits. Saunders said the campaign aims to remind humans to be more human.
Production Approach and Costs
Saunders noted the AI method did not save much money or time compared to traditional shoots. The company chose AI for its aesthetic and storytelling value. She said it was never an efficiency play but a storytelling play.
AI Continues to Expand in Advertising
Last year’s Super Bowl featured commercials promoting AI’s power. A Google Pixel ad showed Gemini helping a father prepare for a job interview. The NBA Finals showcased a Kalshi ad with AI-generated memes.
Other Super Bowl spots this year will use AI as a tool. Some ads will change character appearances from Jurassic Park or alter Guy Fieri’s look. OpenAI reportedly has a 60-second spot planned. But Svedka appears to be the only brand with a full AI-generated tableau.
Coca-Cola tried an AI holiday ad this season showing animals reacting to beverage trucks. Many viewers criticized the approach. Silveside AI, which worked on the Coca-Cola ad, also created the Svedka commercial.
Saunders said the company expects criticism and welcomes it. The ad will air just after halftime. She believes the dialogue about humans versus technology is worth having.
