Hard Rock International Taps Michael Bay to Create ‘Epic’ Super Bowl Ad

The 60-second spot will air before halftime

guitar hotel at the hard rock resort in florida
Hard Rock International's first Super Bowl spot was filmed at the new Guitar Hotel at the chain's Hollywood, Fla. location.
Hard Rock International

After nearly 50 years of operating a multifaceted entertainment and hospitality brand with an ever-growing global presence in 76 countries, Hard Rock International will make its Super Bowl debut this year with a star-studded spot produced and directed by Michael Bay of Transformers, Bad Boys and Armageddon fame.

Given that Super Bowl 2020 will be played at the Hard Rock Stadium in Miami Gardens, Fla., it is, per Hard Rock International chairman and CEO Jim Allen, the right time for the casino, resort and café chain to become a Super Bowl advertiser.

“The stars have aligned for the creation of the first Hard Rock International commercial to air during broadcast of the Big Game in early February,” Allen said in a statement.

Allen also cited the recent opening of the Guitar Hotel at the flagship Seminole Hard Rock Hotel & Casino in Hollywood, Fla. as another timing coincidence that motivated the creation of this commercial.

“The Guitar Hotel at the Seminole Hard Rock is a really cool venue for the creation of a captivating commercial to air during the Big Game, playing in our backyard,” Bay said in a statement.

Bay’s prior appearance at the Super Bowl was not as a director, producer or actor, but a judge of Doritos’ “Crash the Super Bowl” contest in 2012.

Though most creative details regarding the commercial remain under wraps, the spot was filmed at the brand’s Hollywood location and features a celebrity roster of A-listers.

The 60-second spot, which comes from VaynerMedia, is being described by the brand as “epic,” “exciting” and one that will leave a “lasting impression” on viewers. The commercial is slated to air before the halftime show, which will feature the musical and dancing talents of Shakira and Jennifer Lopez.

This is VaynerMedia’s first work for Hard Rock International.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best live coverage of Super Bowl commercials anywhere.

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