Disney+ Teases The Falcon and the Winter Soldier During the Super Bowl—Again

For the second year in a row, Disney is using the Super Bowl’s marketing stage to show off its upcoming Marvel show for Disney+, The Falcon and the Winter Soldier. In a 30-second spot, which aired in the second ad pod during the first quarter of Sunday night’s matchup between the Kansas City Chiefs and the Tampa Bay Buccaneers, the media giant touted the upcoming Disney+ original series starring Anthony Mackie as Sam Wilson and Sebastian Stan as Bucky Barnes. The ad builds on a trailer Disney first released for the series in December during an investor day, but offers up some new looks at the series, which is slated to premiere March 19. Disney released a full two-minute trailer for the upcoming show online moments after the 30-second spot aired Sunday night. The show was initially slated to be released in the fall of 2020, but its release plans were disrupted by Covid-19-related production delays. That means Disney is advertising in two consecutive Super Bowls before the series has even debuted. A year ago, Disney+ took out its first Super Bowl spot to highlight its three upcoming Marvel series, including The Falcon and The Winter Solider. Only one series, WandaVision, has premiered since; Loki is now slated to premiere in May of this year. WandaVision Ushers In Streaming’s Franchise-Dominated Future The ad for the upcoming Marvel series isn’t the only time Disney+ will appear tonight during the Big Game. The company is running an advertisement for its Disney Bundle, which includes streamers Disney+, Hulu and ESPN+, later in the game. That ad highlights Disney+ originals like WandaVision and The Mandalorian, recent Pixar release Soul and Hulu’s The Great, among others. But it’s the only Disney streamer that will get a standalone spot in the game. Hulu opted not to run a standalone Super Bowl ad this year after four consecutive years in the broadcast. Disney+ won’t be the only big streamer in the game. Amazon Prime Video is also running a 30-second ad for its upcoming Eddie Murphy film Coming 2 America later in the broadcast. And throughout the night, CBS, which is airing tonight’s matchup, is devoting a portion of its promotional inventory to soon-to-debut service Paramount+. 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.