Bass Pro and Cabela's Super Bowl Ad Urges Cooped-Up Americans to Get Outside

The outfitter's Big Game debut will be a 60-second spot

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

This Sunday, outdoor outfitter Bass Pro Shops will run its first Super Bowl ad, a 60-second spot co-branded with sister chain Cabela’s. The competitors merged in 2017 with Springfield, Mo.-based Bass Pro’s $4 billion acquisition of Nebraska-based Cabela’s.

The spot builds on the idea that Americans have largely been homebound over the past year and encourages viewers to “get back to nature” with family activities like camping and fishing.

The big-budget

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in