Generative AI company Genspark just aired an ad during Super Bowl 60 that it pulled together in only five weeks.

The unicorn startup, which operates an agentic AI workspace for businesses, secured two 30-second ad slots during the game on Christmas Eve, after another advertiser dropped out.

The eleventh-hour decision meant Genspark—which is just over two years’ old and has never bought an ad of this magnitude before—had just over a month to submit a polished Super Bowl-worthy spot to broadcaster NBC. 

Leveraging a familiar Super Bowl playbook, Genspark enlisted actor Matthew Broderick to reprise his Ferris Bueller’s Day Off persona in an ad urging viewers to take the Monday after the Big Game off.

“Let Genspark automate your work, and take a day off,” Broderick states after a sequence of scenes show Genspark’s AI suite completing workplace tasks, such as finishing a slide deck and filling in a spreadsheet.

Independent creative agency Magnetic produced the ad, leveraging AI to generate the script and wrapping filming in one day to meet the tight production timeline. 

The ad explicitly highlights the time-saving benefits of the AI capabilities Genspark offers because, according to background shared by the company with ADWEEK, “we’re entering the next phase of adoption where people want to know how AI concretely improves life and work.”

The 30-second spot is airing twice on NBC’s national network—once during halftime and once during the fourth quarter.

This is Genspark’s largest ad campaign to date, on the heels of its full station takeover at the CalTrain station in San Francisco in December.

The Palo Alto firm joins a high-profile lineup of companies advertising AI capabilities in the Super Bowl, including Anthropic and Base44—also making their debuts this year—as well as Amazon Alexa+, Google Gemini and OpenAI.