The Super Bowl is known for its spectacle, and this year, Disney opted for a different kind of showstopper when promoting its upcoming The Mandalorian & Grogu film. Instead of a traditional action-packed trailer, the studio debuted a 30-second spot that deliberately evoked classic advertising, specifically recalling the iconic Budweiser Clydesdale commercials. The move sparked confusion and even frustration among some Star Wars fans, but Lucasfilm is now explaining the reasoning behind the unconventional approach.
The commercial, directed by Jon Favreau, features Din Djarin and Grogu traveling across a snowy landscape in a tauntaun-pulled carriage, accompanied by a voiceover from Sam Elliott. The imagery and tone are a clear homage to the sentimental and visually striking ads that have become a Super Bowl tradition. While some viewers were left wanting more footage from the film itself, Lucasfilm’s marketing team believes the spot achieved its intended goal: to create something “instantly iconic, cinematic, and quintessentially ‘Star Wars.’”
“Our creative and marketing team landed on a unique concept that gave a nod to classic Big Game spots of years past,” explained Ryan Stankevich, Lucasfilm’s marketing brand lead, in a statement to Variety. “It captured the warmth, humor, and emotional connection between these two beloved characters and was the perfect next step for our campaign as we lead up to their big screen debut this summer.”
The decision to focus on the emotional connection between the Mandalorian and Grogu, rather than showcasing plot details, was also a deliberate one. Jackson George, Disney’s executive VP of creative marketing, emphasized Grogu’s cultural impact. “Grogu is more than a character; he’s a pop culture phenomenon,” George said. “This spot celebrates how deeply we connect with these characters and offers a promise of the experience audiences will get on the big screen.”
The reaction to the spot was, as reported by multiple outlets, largely one of bewilderment. Some fans expressed disappointment online, questioning why Lucasfilm wouldn’t use the Super Bowl platform to reveal more substantial footage from the film. One fan described the teaser as a “soulless product,” suggesting the marketing team wasn’t interested in offering even small glimpses of the story.
However, the studio’s strategy appears to be rooted in a desire to tap into nostalgia and create a memorable moment that transcends traditional trailer expectations. The Super Bowl is a cultural event, and Lucasfilm seemingly aimed to create a commercial that would stand out not just as a Star Wars ad, but as a Super Bowl ad – a piece of event television in its own right. The choice to emulate the Budweiser Clydesdale commercials, a mainstay of the Super Bowl since 1975, underscores this intention.
This isn’t the first time a major film campaign has opted for a more artistic or conceptual approach. But in the case of The Mandalorian & Grogu, the stakes are particularly high. It’s been over six years since a new Star Wars film graced movie theaters – 2019’s The Rise of Skywalker – and Disney is eager to reignite audience enthusiasm for the franchise. The success of the Disney+ series The Mandalorian has proven the enduring appeal of these characters, and the studio is banking on their continued popularity to drive ticket sales.
The question now is whether this “throwback” marketing strategy will translate into box office success. While the initial reaction was mixed, the conversation generated by the commercial has undoubtedly kept The Mandalorian & Grogu in the public eye. The film is slated for release on , and Disney will likely unveil more traditional trailers and marketing materials in the coming months. For now, the studio is standing by its decision to take a different path, hoping that a touch of Super Bowl nostalgia will be enough to capture the hearts – and wallets – of Star Wars fans.
