It isn’t the Beyoncé Bowl, but Shaboozey will have to make do with a Nerds Super Bowl ad for his second big NFL showing.

After being notably ignored at the Country Music Association (CMA) awards despite his hit single, A Bar Song (Tipsy), spending 19 weeks atop Billboard’s Hot 100, country fusion artist Shaboozey not only appeared in Beyoncé’s halftime show during Netflix’s NFL Christmas debut, but now centers Nerds’ Super Bowl campaign.

In the teaser, Shaboozey eats Nerds Gummy Clusters, which frees a Nerds character from an antique radio and coats Shaboozey’s guitar in color and candy.

The full ad is slated to run during the game’s third quarter and focuses on fusing genres and flavors to shock the senses. The Ferrara Candy brand and agency partner Digitas Chicago see it as a metaphor for the gummy-crunchy combination of the candy the campaign’s pitching, 

The Nerds brand made its Big Game debut in a 30-second spot featuring Addison Rae earlier this year. Recreating the iconic dance scene from the ‘80s film Flashdance with animated Nerds characters, the Digitas Chicago-created spot is part of a Nerds renaissance that has seen the 40-year-old brand grow from $50 million to $500 million in annual retail sales in just five years.

The ad ranked No. 42 out of 59 ads on the USA Today Ad Meter but helped the brand reach $809 million in annual sales. 

CREDITS

Digitas Chicago: Creative

iProspect: Media

Golin:PR

Advantage Unified Commerce and Digitas Chicago: Retail

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