NERDS Candy is stepping onto the grand stage of Super Bowl advertising for the first time in its 40-year history, marking a significant milestone for Ferrara, the brand’s parent company.
Today, the candy unveiled its Big Game ad ahead of time, showcasing NERDS Gummy, a fresh character inspired by the beloved Nerds Gummy Clusters, a unique fusion of crunchy and gummy textures in every bite. The 30-second spot, created by Digitas Chicago, is slated to air during the second quarter of the Super Bowl, urging fans to embrace their senses with the multisensory experience of NERDS candy.
The campaign launch commenced with a teaser featuring actor and artist Addison Rae imparting dance lessons to a mysterious pupil, keeping viewers in suspense. Eventually, the veil lifts to reveal the NERDS Gummy as the eager learner, venturing into the limelight for the very first time.
In the commercial, the Gummy dazzles audiences with dance moves set to Irene Cara’s “Flashdance…What a Feeling,” culminating in an iconic routine reminiscent of the classic film “Flashdance.” Witnessing the spectacle, viewers witness the fusion of the Gummy with the original NERDS characters, giving rise to the Gummy Cluster.
Addison Rae, making her debut in a Super Bowl spot, closes the ad, radiating pride at her protege’s electrifying performance. Watch below:
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Rae expressed her elation at being part of this monumental occasion, underscoring her love for NERDS Gummy Clusters and her adoration for the film “Flashdance.” She shared, “This is a dream come true. If you haven’t tried NERDS Gummy Clusters yet – RUN!”
The unparalleled combination of crunchy and gummy textures in NERDS Gummy Clusters has propelled the brand to new heights, making it the top-selling item in the Sugar Candy Category. The brand’s innovative endeavors, including the introduction of Gummy Clusters, have revitalized NERDS over the past four decades, culminating in its current stature.
Greg Guidotti, Chief Marketing Officer at Ferrara, remarked, “To celebrate this, we wanted to show up in a big, bold way on the world’s biggest stage with a spot that gives a fresh look at the loveable NERDS characters – with a powerful union that creates the Gummy Cluster while engaging all the senses.” The Super Bowl activation represents the most significant investment in NERDS’ and Ferrara’s history, aligning with the brand’s commitment to innovation and cultural resonance.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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