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

Photo of a boy fishing with a man
The retailer's spot is called 'Get Back to Nature.' Bass Pro Shops and Cabela's

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.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."