The Pokémon franchise marked its 30th anniversary with a high-profile commercial during Super Bowl, a move signaling a year-long celebration for the cultural phenomenon. The ad, titled “What’s Your Favorite?”, featured a diverse array of celebrities sharing their personal connections to the world of Pokémon, and unveiled plans for immersive fan experiences throughout .
The commercial itself leaned heavily on star power, featuring Trevor Noah, Lady Gaga, Jisoo of Blackpink, Formula One driver Charles Leclerc, rising Spanish footballer Lamine Yamal, Maitreyi Ramakrishnan, and rapper Young Miko. Each celebrity briefly discussed their favorite Pokémon, offering glimpses into their personal preferences. Noah, walking along a boardwalk, initiated the question, while Ramakrishnan highlighted a Pokémon with “jet-black” coloring. Leclerc connected his choice to speed, and Miko to limitless potential. Jisoo simply described hers as “so cute.”
The spot culminated in a duet between Lady Gaga and Jigglypuff, the iconic Pokémon known for its sleep-inducing song. Gaga revealed her chosen Pokémon “has a 12-octave vocal range” and “always finds a way to make it funny,” before joining Jigglypuff in a rendition of the Pokémon’s signature tune. This playful moment underscored the franchise’s enduring appeal and its ability to connect with audiences across generations.
Beyond the commercial, The Pokémon Company International (TPCi) announced a series of initiatives designed to engage fans throughout the anniversary year. These include “Day Out” and “Night Out” experiences, offering opportunities for real-world interaction with the Pokémon universe. Details regarding the specific nature of these events remain forthcoming, but the announcement suggests a move towards more immersive and in-person fan engagement.
The anniversary celebration also extends to collectible offerings. TPCi plans to release themed collections of the Pokémon Trading Card Game (TCG) and exclusive merchandise available at Pokémon Center stores. This caters to the dedicated collector base that has been a cornerstone of the franchise’s success for three decades.
The Super Bowl ad also served as a subtle launchpad for a new video game, Pokopia
, described as a life simulation game. Set to release on , Pokopia
represents the latest evolution of the Pokémon gaming experience, potentially offering a different style of gameplay than the core RPG series.
The timing of the commercial and announcements is strategic. marks Pokémon Day, and a new Pokémon Presents presentation is expected later this month. This presentation will likely provide further details on Pokopia
, the “Day Out” and “Night Out” events, and other anniversary-related initiatives. Fans are anticipating a deeper dive into the plans for , hoping for announcements regarding new game releases, updates to existing titles like Pokémon GO (which will feature a “What’s Your Favorite” filter), and potential collaborations.
The decision to invest in a Super Bowl commercial underscores the continued commercial viability of the Pokémon franchise. Despite being three decades old, Pokémon remains a global entertainment powerhouse, consistently ranking among the most valuable media properties in the world. The Super Bowl provides unparalleled reach, allowing TPCi to connect with a massive audience and generate significant buzz around its anniversary celebrations.
The commercial’s emphasis on celebrity endorsements also reflects a broader trend in entertainment marketing. Leveraging the influence of well-known figures can amplify a brand’s message and attract new audiences. The diverse cast chosen for the Pokémon ad suggests an effort to broaden the franchise’s appeal and connect with a wider demographic.
The success of the anniversary campaign will likely be measured by several factors, including fan engagement with the “Day Out” and “Night Out” events, sales of the themed TCG collections and Pokémon Center merchandise, and the reception of Pokopia
. The Super Bowl commercial has undoubtedly generated initial excitement, but sustained momentum will require a consistent stream of compelling content and experiences throughout the year.
For The Pokémon Company, isn’t just about celebrating the past 30 years. it’s about laying the groundwork for the next 30. The anniversary initiatives signal a commitment to innovation, fan engagement, and continued growth in a rapidly evolving entertainment landscape.
