NERDS Candy is making a grand return to the Super Bowl, delivering a multisensory experience that will take viewers on a vibrant ride through flavor, music, and imagination. The brand’s 30-second spot, “Wonderful World of NERDS,” will air during the third quarter, celebrating the fan-favorite NERDS Gummy Clusters candy in a way that blends nostalgia with modern creativity.
The ad, created by Digitas Chicago, stars chart-topping singer-songwriter Shaboozey, who reimagines Louis Armstrong’s classic What a Wonderful World with his own unique style. The campaign begins with a teaser, showing Shaboozey strumming his guitar while enjoying a bag of NERDS Gummy Clusters. The moment he takes a bite, magic happens—a retro jukebox bursts to life, a dancing NERDS character appears on his guitar, and an explosion of sound and color transforms the scene into a fantastical world of flavor.
As the full spot unfolds, viewers are transported into a New Orleans-inspired spectacle, where the NERDS Gummy character leads a second-line band down the street. As more classic NERDS characters unite with Gummy, the entire cityscape transforms into the “Wonderful World of NERDS”—a vibrant, music-filled adventure that ignites the senses. Watch below:
Shaboozey, excited to be part of the campaign, shared his enthusiasm: “NERDS Gummy Clusters are just like my music—bold, unexpected, and a mix of different influences that bring people together. I couldn’t pass up the chance to be in a Big Game ad with such an iconic brand. I can’t wait for the world to see this spot and hear my take on a timeless song.”
The NERDS Gummy Clusters brand has been a dominant force in the candy market, continuing to lead retail dollar sales with staggering year-over-year growth. Since its previous Super Bowl appearance, NERDS has seen a 4.3-point increase in household penetration and an impressive 50.2% sales growth. With six of the top 20 best-selling SKUs, the brand has cemented itself as a powerhouse in the confectionery space, crossing $869 million in retail dollar sales in just five years.
Greg Guidotti, Chief Marketing Officer at Chicago-based Ferrara, spoke on the campaign’s significance: “The growth of NERDS Gummy Clusters has been nothing short of phenomenal. With our return to the Big Game, we’re continuing to connect NERDS to culture in exciting ways. Partnering with Shaboozey was a natural fit—he embodies the spirit of this campaign: bold, multidimensional, and a true sensory experience.”
Beyond the TV ad, NERDS is rolling out an expansive 360-degree marketing campaign, extending its reach into paid media, retail, digital activations, partnerships, social media, and more. The goal is to keep the excitement alive well beyond game day, reinforcing the brand’s connection to culture, music, and unforgettable flavor experiences.
As NERDS continues its rapid ascent, the “Wonderful World of NERDS” campaign is set to deliver one of the most colorful and immersive ads of Super Bowl LIX—a fitting tribute to a candy that refuses to be ordinary. Tune in on February 9 to see the ad live!
Super Bowl LIX will air on Fox on February 9. To see other local Super Bowl stories, click here.
ALSO READ:
Mustached stars team up to rescue Game Day Pringles
