The Super Bowl isn’t just about football anymore. This year’s game, which saw the Seattle Seahawks clinch the championship, also served as a major platform for The Pokémon Company, who unveiled a star-studded ad celebrating the franchise’s upcoming 30th anniversary. The commercial, which aired during Super Bowl 60 on , featured a diverse group of celebrities revealing their favorite Pokémon, sparking a wave of online conversation and signaling a year-long campaign for the iconic brand.
The ad itself is a clever piece of marketing, leveraging the star power of Lady Gaga, Trevor Noah, Formula One racer Charles Leclerc, singer Jisoo, actor Maitreyi Ramakrishnan, Spanish football player Lamine Yamal, and rapper Young Miko. Each celebrity briefly describes what draws them to their chosen Pokémon before the reveal. Lady Gaga, predictably, selected Jigglypuff, even sharing a short, playful duet with the singing Pokémon. Trevor Noah opted for Psyduck, while Leclerc chose Arcanine, Jisoo picked Eevee, Ramakrishnan went with Luxray, Yamal selected Zygarde, and Young Miko’s favorite is Gengar.
Notably, the ad deliberately avoided featuring Pikachu, the franchise’s ubiquitous mascot, except for its inclusion in the Pokémon logo. This was a conscious decision, according to industry observers, designed to highlight the breadth and depth of the Pokémon universe and appeal to a wider range of fans. It’s a smart move, given the franchise’s 30-year history and the sheer number of Pokémon available – over 1,000 at this point – relying solely on Pikachu risks overlooking the affection fans have for other creatures.
The commercial concludes with a simple, yet effective question: “What’s your favorite?” This isn’t just a rhetorical device; it’s the launchpad for a year-long campaign designed to engage fans and celebrate three decades of Pokémon. The Pokémon Company is already rolling out initiatives, starting with a new camera feature in the wildly popular mobile game, Pokémon GO, which itself is celebrating its 10th anniversary this year. The feature will allow players to participate in the “What’s Your Favorite?” campaign, presumably by sharing their own Pokémon preferences.
Beyond the digital integration, The Pokémon Company is planning a series of real-world events. These will include “Day Out” and “Night Out” experiences, catering to different demographics. The “Day Out” events are designed to be family-friendly, while the “Night Out” events will be geared towards adults who grew up with the franchise, offering a nostalgic and more mature Pokémon experience. This dual approach demonstrates an understanding of the Pokémon fanbase, which spans generations.
The anniversary celebrations aren’t limited to experiences and digital features. The Pokémon Company has already released a themed Trading Card Game (TCG) collection and new LEGO sets, capitalizing on the enduring popularity of both product lines. The TCG collection, in particular, is likely to be a hot commodity among collectors, while the LEGO sets offer a new way for fans to interact with the Pokémon world. These tie-in products are a standard practice for major anniversaries, and Pokémon is no exception.
The timing of this campaign is significant. The Pokémon franchise has remained remarkably resilient over the years, adapting to changing trends and technologies. From the original Game Boy games to the global phenomenon of Pokémon GO, the brand has consistently found ways to stay relevant. The 30th anniversary provides a unique opportunity to reaffirm its position in the entertainment landscape and attract a new generation of fans.
Industry analysts are closely watching to see what else The Pokémon Company has in store. Historically, the company has held a digital showcase, known as Pokémon Presents, around Pokémon Day (), to unveil its plans for the year. Fans are eagerly anticipating announcements regarding new video games, potentially remakes of the beloved Pokémon Black and White titles released for the Nintendo DS, or even the first glimpse of the next generation of Pokémon – Generation 10. The demand for classic Pokémon games on the Nintendo Switch Online service is also high, and a release there would be a welcome addition for long-time fans.
The success of the Super Bowl ad and the subsequent rollout of anniversary initiatives suggest that The Pokémon Company is committed to celebrating its legacy and building a strong future for the franchise. The blend of celebrity endorsements, digital engagement, and real-world experiences is a well-rounded approach that is likely to resonate with fans of all ages. As the year unfolds, it will be interesting to see how The Pokémon Company continues to evolve and innovate, ensuring that Pokémon remains a cultural touchstone for decades to come.
