Pokémon becomes the first brand to unveil its full Super Bowl spot online with the release of a 70-second spot from Los Angeles agency Omelet, a 30-second version of which will run during the big game.
The brand’s first big game spot celebrates its twentieth anniversary, although it takes its time to reveal its identity. In fact, the majority of the spot feels more like a “training for greatness” type athletic ad with various individuals speaking variations of the line “I can do that.” There’s even a locker room psych up speech. At around the 40-second mark the brand finally makes its presence felt with the appearance of a Poké ball and its clear this isn’t an ad for a new line of sneakers. From there we get a glimpse at an epic Pokémon battle, apparently broadcast on television and a father telling his son, “You can do that” before a the tagline “Train On” and a message celebrating the 20th anniversary of the brand. The spot apes the style of athletic ads perhaps a bit too closely for its own good and it wouldn’t be a surprise if viewers tuned out before the brand’s reveal, expecting yet another athlete-endorsed line of footwear. It’s hard to imagine just what the upside is to waiting so long for the reveal as well, as we’re sure fans would have liked to see more actual Pokémon in the spot. Nonetheless, the ad does tap into some of the excitement familiar to fans of the series, which now spans back two decades. The ad, which will also make an appearance during a February 2 CBS special called Super Bowl’s Greatest Commercials, is part of the brand’s year-long celebration of the milestone.
“For 20 years, the Pokémon world has inspired fans to train hard and have fun,” J.C. Smith, senior director of consumer marketing at The Pokémon Company International, said in a statement. “This ad is reflective of that passion, and I can’t think of a bigger stage to share this story than the Super Bowl.”