Google is planning a major Super Bowl ad push for its Gemini AI product line, including a 60-second ad in the second quarter of the game, and purchasing 50 different 30-second ads in every state, each one spotlighting a local business that uses it AI software.
While other companies are leaning on humor or celebrities, Google’s spot is more serious and heart-wrenching. The spot, “Dream Job,” sees a dad preparing for a job interview while using Gemini Live on his Google Pixel 9 to help him prep.
A more lighthearted spot will run online, in which a guy attempts to impress his girlfriend’s family by using Gemini to become a football expert.
“Even though he ends up fumbling at times, it’s a relatable story that shows how AI can help you navigate everyday situations with a little more confidence,” writes Adrienne Lofton, VP of marketing at Google, in a blog post.
Google is also planning a local Super Bowl push that appears to be without precedent. The company has purchased 30 second ads in all 50 states, with different ads in each local market. The different ads will highlight a local business that uses Gemini AI products, like Bison Coolers in Texas, Nuts.com in New Jersey, and Cottrell Boatbuilding in Maine.
“We wanted to show what’s possible with AI in Workspace today, and how real businesses are using it,” said Harris Beber, who leads global marketing for Workspace, in a blog post. “What better way to show the unexpected ways AI helps real businesses in America than to let them share their stories?”
In fact, Google says that they used the company’s NotebookLM to help it pick out quotes to feature in the final spots.
The Super Bowl is the biggest advertising platform in the world, with more than 100 million people watching on average. Technology companies have been frequent buyers, using the scale of the game to introduce new products or brands to the market.
Fox Sports head of ad sales Mark Evans previously told The Hollywood Reporter that AI products and companies would be a recurring theme in the commercials for this year’s game.
“AI is coming. If it’s not already here in almost every business, it will be coming like a freight train,” says Mark Evans, executive vp ad sales for Fox Sports, in an interview with THR, breaking down what to expect. “So you will see some more AI focused creative, which I think intuitively would be expected.”