Rockstar Energy Beverages will highlight rockstars who hustle across the world in a new thirsty-second advertisement during the Super Bowl pre-game show right before kick-off. The ad will feature Lil Baby and is the first appearance for the brand during Super Bowl Sunday.
The new ad showcases Lil Baby in a bright spotlight as he details his journey. Also in the spot will be a look into the path to stardom for additional figures including Rockstar Energy pro skateboarder Chris Joslin, and gaming icon, and 100 Thieves founder and CEO, Nadeshot. The spot also features emerging cultural influencers and local heroes – including a barber, tattoo artist, and first responder – showing the importance of hustle at all levels.
“When Rockstar approached me about this Super Bowl ad, I knew right away that I wanted to be a part of it,” said Lil Baby. “It’s all about the hard work and hustle that it takes to succeed. Some people think I had instant success, but they don’t understand how hard I worked. I know what it’s like to fall flat and how it feels when your energy is tapped. I still hustle every day to make my music and share it with my fans. Rockstar Energy helps me do that.”
After the Super Bowl premiere, the “Spotlight” campaign will continue to roll out on multiple platforms during the first quarter of 2021, with additional activations planned throughout the year. The “Spotlight” campaign is a major moment for the brand that was acquired by PepsiCo last year and introducing new creative, fresh packaging, and dialed-up digital components.
You can see the spot featuring Lil Baby below.