J.Lo Is the Action Hero of Hard Rock’s Super Bowl Heist

Jennifer Lopez went on a chase through the grounds of the new Guitar Hotel

Jennifer Lopez is confused in Hard Rock International's Super Bowl ad. Hard Rock
Headshot of Ryan Barwick

Hard Rock International’s first Super Bowl ad ever was as star-studded as expected.

Directed by and (briefly) starring Michael Bay, the ad featured DJ Khaled as a masked bandit who steals Jennifer Lopez’s diamond-encrusted reusable cup. Lopez’s fiancé, Alex Rodriguez, also made an appearance, alongside Steven Van Zandt and Miami’s own Pitbull.


The 60-second ad, which aired during the second quarter, showed J-Lo on a chase through the grounds of Hard Rock’s new Guitar Hotel in Hollywood, Fla. Hard Rock’s decision to advertise during the Big Game makes sense, considering that it’s being played at the Hard Rock Stadium in Miami.

The ad had to undergo some editing before making its Big Game debut, following the death of basketball legend Kobe Bryant on Monday.

The commercial was produced by VaynerMedia, the agency’s third commercial this year in addition to a Planters and Sabra Hummus.


@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.