Sabra Dipping Co. aired its first Super Bowl commercial during the second quarter of the game with a spot that managed to squeeze in a breathtaking amount of Internet, music, film and television personalities—19 in all—in only 30 seconds.
The unexpected mix of stars in the VaynerMedia-produced ad includes former professional wrestler Ric Flair, “Hot Girl Summer” rapper Megan Thee Stallion, drag queens Miz Cracker and Kim Chi, autotune king T-Pain, actor Jaleel White, influencers Amanda Cerny, Tway Nguyen, Doug the Pug and Zachary King, former professional NFL quarterback Boomer Esiason, first-ever Fortnite World Cup Solo Champion Kyle Giersdorf, Scary Spice aka Mel B., Spanglish singer Becky G, TikTok star Charli D’Amelio, Brittany Tomlinson aka Kombucha Girl, and notorious Real Housewives of New Jersey rivals Teresa Giudice and Caroline Manzo.
Even Chester Cheetah, the mascot of Cheetos, made a cameo. (PepsiCo is one of the two White Plains-based hummus producer’s parent companies.)
In both the LGBTQ-friendly spots that aired during the Big Game and the extended cut that Sabra posted on its socials, Sabra’s wide array of hummus flavors (Classic, Roasted Red Pepper, Garlic, Supremely Spicy, Roasted Pine Nut, Olive Tapenade, Chocolate and Spinach Artichoke) are enjoyed by the wide array of celebrities dressed in the same color as their backdrop.
The end of the spot encourages viewers to share how they ‘mmus via social media using the hashtag #HowIMmus.
Per Jason Levine, chief marketing officer for Sabra, the inclusion of such a diverse group of personalities in the commercial was to demonstrate the versatility, relevance and relatability of hummus, marketing its broad appeal.
The color-packed commercial received an immediate Adweek thumbs-up. A host of big names are promoting brands this year.