Verizon will run an ad in this year’s Super Bowl, marking its fourth Big Game appearance in a row, in addition to various 5G-powered activations on the ground in Tampa Bay.
The carrier is not releasing any details on the ad ahead of time, but Verizon chief creative officer Andrew McKechnie told Adweek that the spot will strike a more fun and entertaining tone than Verizon has in recent Super Bowls. The telecom giant has spent each of its last three Big Game ads paying tribute to first responders with emotional spots that sought to put a human face on the company’s wireless service.
“Obviously, with 2020 and the pandemic, one of the things that we continue to do throughout the year was to try and bring people together, and that was really important for us,” McKechnie said. “And I think that’s the same approach that we’ve taken with the Super Bowl, is to think about ways in which we can bring people together through the network.”
Verizon is investing heavily in this year’s Super Bowl, taking the opposite tack of many other major brands that have opted to pull out this year in light of the pandemic. As the first Big Game since Verizon completed its nationwide rollout of its 5G networks, the carrier sees it as an opportune time to kick off its broader 5G campaign for the year in what is set to be an important growth period for the next generation of wireless.
“This will be one of the first Super Bowls where 5G is available to consumers at scale, so we’re really using the Super Bowl as a platform to show exactly what our technology can do, showcasing the speed and power of 5G for the fans everywhere, whether it’s in the stadium or at home,” McKechnie said.
In addition to the in-game creative, Verizon is hosting what it claims will be the biggest activation ever built in Fortnite’s creative mode feature: a virtual 5G stadium in which fans can interact with pro gamers and NFL players. The virtual venue was created in partnership with Fortnite maker Epic Games and digital agency Beyond Creative.
Verizon also spent $80 million on building out 5G service in Tampa Bay’s Raymond James Stadium and the surrounding areas, which will allow in-person viewers with 5G-compatible phones to access features like augmented reality overlays and seven different camera angles on the game action.
Finally, Verizon will host a virtual benefit concert to raise money for small businesses after Sunday’s game with stars like Alicia Keys, H.E.R., Luke Bryan and Miley Cyrus signed on to appear.
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 2021 Ad Tracker and the rest of our stories about the Big Game. And join us on the evening of Feb. 7 for the best in-game coverage of the commercials anywhere.
