Pokémon releases its first-ever Super Bowl spot

Pokémon has unveiled an extended version of its first-ever Super Bowl ad, which is slated to run at the beginning of the third quarter on game day.

The spot (above) was shot in Rio de Janeiro and encourages Pokémon fans to ‘train on’ in all aspects of their lives, whether it’s football or chess. The ad also includes hidden Pokémon references.

Since Pokémon is celebrating its 20th anniversary this year, its 30-second Super Bowl 50 ad is part of a yearlong campaign for the brand.

J.C. Smith, senior director of Consumer Marketing at The Pokémon Company International, said: “For 20 years, the Pokémon world has inspired fans to train hard and have fun. This ad is reflective of that passion, and I can’t think of a bigger stage to share this story than the Super Bowl.”

The commercial was created by LA-based agency Omelet.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

All by Minda