Hummus producer Sabra Dipping Co. will air its first Super Bowl commercial this year, featuring an unexpected mix of stars like rapper T-Pain, RuPaul Drag Race contestants Kim Chi and Miz Cracker, and, most surprisingly, longtime Real Housewives of New Jersey foes Teresa Giudice and Caroline Manzo.
The brand released three teasers today featuring those celebrities:
“We’re bringing a diverse group of personalities to the table and demonstrating just how incredibly versatile, relevant and relatable hummus is today. We think we’ve got something for everyone,” said Jason Levine, chief marketing officer for Sabra.
The full 30-second ad is produced by VaynerMedia, and when exactly the commercial will air during the Super Bowl remains a mystery. (As does the plot of the spot—what do these celebs have in common? Will Giudice and Manzo kiss and make up after their six-year fallout?)
The Sabra teasers did not specifically mention the brand’s Dip. Watch. Win. sweepstakes, but a spokesperson for the creative agency did confirm that from now and up until game day, fans can continue to enter for a chance to score one of five $100,000 cash prizes and a generous amount of free hummus in 2020 (quantified by the company as “riDIPulous”).
Specially marked Sabra hummus flavors (Classic, Roasted Red Pepper, Garlic, Supremely Spicy, Roasted Pine Nut, Olive Tapenade and Spinach Artichoke) will feature a QR code to access digital game pieces that consumers can accrue throughout the month leading up to Super Bowl 2020.
Other VaynerMedia-produced spots for Super Bowl LIV include a Planters ad that kills off brand mascot Mr. Peanut and a Michael Bay-directed commercial for Hard Rock International (which, given Bay’s firebug track record, is likely to be packed with explosions).
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 54 Ad Tracker. And join us on the evening of Feb. 2 for the best live-game coverage of the Super Bowl commercials anywhere.
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