The 30-second Super Bowl commercial will invite the 100 million or so viewers who are expected to tune into the game the chance to be a part of the mission. It showcases the SpaceX suit set to a take of the classic children’s song “Twinkle, Twinkle, Little Star” from an emerging artist Celeste. The adult spin on a child’s song is meant to capture a sense of hope and inspiration, which the mission is all about, says Brad Roth, president, studios, Known.
The last shot of the commercial is meant to invite people to picture themselves in the suit, exemplifying how anyone can now go into space by creating a sense that your own face is reflecting back, says Mark Feldstein, president, studios, Known.
Known’s creative team worked closely with its data and strategy team to identify the central human truth of the ad: that there is a childhood dream everyone has, imagining what it would be like to touch the stars, Feldstein says.
The spot is directed by Bryce Dallas Howard, daughter of Ron Howard, who directed episodes of “The Mandalorian.” Octavia Spencer narrates the commercial.
Known handled every aspect of the campaign, from strategy, research, media planning and buying, optimization and the creative, which is not typical for Super Bowl campaigns.
This is not Known’s only Super Bowl effort, it also working on a spot for the National Football League promoting its online shop that will air in the first commercial break after the game ends.
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