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Pokémon has become the first brand to unveil a full 2016 Super Bowl commercial, rolling out an extended version of its 20th anniversary spot that will run in a 30-second version on the Feb. 7 telecast.
Ad agency Omelet in Los Angeles created the ad, which was shot in Rio de Janeiro and explores the idea of training. (The owners of Pokémon video games and trading cards are considered "trainers," preparing Pokémon creatures for battle.) As previously reported, the spot—full of hidden Pokémon references—carries the tagline, "Train On."