Disney+’s First-Ever Super Bowl Ad Highlights Upcoming Marvel Original Series

Streaming service touts The Falcon and the Winter Soldier, WandaVision and Loki

Disney+ hopes its upcoming Marvel originals will attract fans invested in the Marvel Cinematic Universe. Disney+
Headshot of Kelsey Sutton

Fresh off the success of its original Star Wars series The Mandalorian, Disney+ is pushing into its next round of high-profile originals. In a surprise move, the streaming service dropped its first-ever Super Bowl ad on Sunday night to promote its slate of upcoming Marvel original series.

During the fourth quarter of the Super Bowl LIV matchup between the San Francisco 49ers and the Kansas City Chiefs, Disney+ aired an ad featuring new footage from three upcoming Marvel originals: WandaVision, Loki, and The Falcon and the Winter Soldier.

While the ad was light on details, it included a first look at footage from the three series.

After the spot aired, Disney+ said The Falcon and The Winter Soldier will debut “this fall,” WandaVision is due “this year” and Loki will air in 2021.

These will be the first Marvel TV series to feature major characters from the Marvel Cinematic Universe, and storylines that will tie directly into the studio’s films.

Disney has pushed aggressively into the streaming space with Disney+, which debuted last November. The company is hoping the service will serve as the cornerstone of a deep slate of direct-to-consumer streaming offerings, and has been marketing it aggressively.

Disney+ was the fourth streaming service to advertise during Sunday’s broadcast, following spots from Quibi, Hulu and Amazon Studios. The service’s ad was also the second Marvel-related spot to air during the Super Bowl: In the first quarter, Marvel Studios promoted its upcoming feature film Black Widow, starring Scarlett Johansson.

In addition to Disney+, the company runs the sports-centric streaming offering ESPN+ and has operational control over Hulu; the company has introduced a bundled subscription to all three services.

A major draw for Disney+ is the service’s library of beloved IP, including the Star Wars and Marvel film titles. The upcoming Marvel titles, in particular, are properties that Disney is banking will be major drivers for their business; Disney and Marvel execs have said several times that fans who want to understand the Marvel Cinematic Universe will want—and need—to watch the shows released on Disney+.

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 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the commercials anywhere.


@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.
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