Sneak peek at how humans trained our robots to dance in our first Big Game commercial.
SVEDKA is gearing up for its first-ever Big Game appearance with a teaser that leans hard into both technology and fan participation, positioning the vodka brand at the center of the evolving conversation around Super Bowl ads. Billed as the “first AI-enabled” Super Bowl commercial, the spot showcases how artificial intelligence is being used to translate a real human dance routine into the moves of SVEDKA’s revived Fembot mascot, setting the stage for one of this year’s most talked-about Super Bowl commercials.
The choreography comes from 23-year-old Nashville dancer Jessica Rizzardi, whose TikTok routine set to SVEDKA’s official “Super Freak” remix beat out other fan submissions in an open call. In the behind-the-scenes teaser, viewers see Jessica’s original performance side-by-side with early AI-generated interpretations as the Fembot learns to mimic her steps. The film highlights what Sazerac describes as a “first-of-its-kind Big Game collaboration between man and machine,” blending human creativity with cutting-edge tech in a way that feels tailor-made for modern Super Bowl advertising.
This marks parent company Sazerac’s first Super Bowl ad and, according to SVEDKA, the first national Big Game spot focused solely on a vodka brand in more than three decades. The commercial, produced by Silverside AI and led by Sazerac’s in-house creative team, is scheduled to air shortly after the halftime show, just before the third quarter kicks off—prime real estate in a broadcast known for its high-impact Super Bowl commercials. The campaign also reintroduces SVEDKA’s Fembot, who returned to the brand’s marketing last fall after a 12-year hiatus, and pairs her with a new character, the BroBot.
To build buzz ahead of game day, SVEDKA invited fans 21 and older to submit dance routines via TikTok and Instagram for a chance to be featured in the final spot, with a $10,000 prize for the winning entry. Actress and singer Victoria Justice helped front the call for submissions, encouraging fans to “teach the Fembot how to move” before her big Super Bowl performance. It’s a social-first strategy that taps into user-generated content, celebrity influence, and AI novelty—hallmarks of many modern Super Bowl ads and campaigns.
As Super Bowl LX approaches, SVEDKA’s AI-powered concept joins a crowded field of brands vying for attention on advertising’s biggest stage, where a single 30-second placement can cost around $8 million. For fans tracking the evolution of Super Bowl advertising and creative trends, this Fembot-and-BroBot combo offers a glimpse of how AI, social media, and fan participation are reshaping what a breakthrough Super Bowl commercial can look like.
