Heinz Will Air 4 Ads at Once During the Super Bowl

It's unclear whether the simultaneous spots are a gimmick or cost-effective

Heinz 4 ads Super Bowl
Heinz will run four ads at once with the sets consisting of a sci-fi setting, a clown sitting in a diner, an empty dinner table and a crowded bar.
Headshot of Ryan Barwick

Not many brands can afford four Super Bowl commercials. Neither can Heinz, which is why it’s running four ads at the same time.

The legendary condiment brand released its Super Bowl teaser this morning, showing four different sets in each corner of the screen. To the soundtrack of high-strung violins and a harp, the sets consist of a sci-fi setting, a clown sitting in a diner, an empty dinner table and a crowded bar. The only thing in common? A bottle of Heinz.

“Prepare to watch four ads at once,” the teaser reads before showing the Heinz logo.

Directed by Roman Coppola, the director and creator of the Amazon Original Series Mozart in the Jungle and frequent Wes Anderson collaborator, the ad will feature four 30-second ads at the same time to be broadcast during the fourth commercial break of the Super Bowl’s second quarter.

“This ad is unusual and I’m eager for people to experience it communally with family and friends during the big game,” said Coppola in a statement. “I hope that they will have fun re-watching to further discover the multiple stories…”

It’s Wieden + Kennedy New York’s first time working with Heinz, and the brand’s first Super Bowl commercial since 2016. Kraft-Heinz has already created a considerable amount of hype surrounding its other brand, Planters, which announced the death of Mr. Peanut on Wednesday.

Hidden in the four ads will be a “handful of surprises,” although it’s unclear which corner the surprise will be hidden in.

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@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.