Will This Niche Beverage Company's Super Bowl Spot Be a Surprise Hit?

Barton F. Graf extends absurdist campaign to Big Game

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Bai, the maker of low-calorie health beverages, will make its first Super Bowl appearance with a commercial by Barton F. Graf. What's more, the brand has elevated Barton to lead agency status.

Bai will run a single 30-second spot during the Feb. 7 CBS telecast. Media placement is being handled by Maxus. Bai has yet to finalize the exact placement of the ad.

"While you often see many long-established brands taking advantage of the most-watched broadcast in television, you also see emerging brands, like Bai, using it as a way to introduce themselves to new consumers," Chad Portas, Bai's chief creative officer, told Adweek.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in