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The political action committee American Values transported Super Bowl viewers back in time more than six decades during the second quarter of the game, reusing the iconic imagery and signature jingle of a 1960s political campaign to promote Robert F. Kennedy Jr. in his bid for the 2024 presidency.
The Super Bowl spot borrows heavily from the graphics used to great effect in the 1960 campaign of his uncle, the late John F. Kennedy.
That minute-long spot, created by Citizens for Kennedy-Johnson, featured a mix of still photos and, most memorably, hand-drawn stills depicting hands holding aloft signs that read, simply, Kennedy.
The spot, one of the last campaigns to feature a jingle written about the candidate, is most remembered for its near-nonstop repetition of the Kennedy name—which was deliberate.
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