Yahoo Finance Here's the first-ever interactive Super Bowl ad
For actor and comedian Rob Riggle, Super Bowl LIV is personal.
Not only is his favorite team, the Kansas City Chiefs, in the Super Bowl for the first time in his life (the last time they appeared in the Big Game was 1969), but he’s also starring in the first-ever interactive Super Bowl commercial.
“This is pretty cool,” Riggle tells Yahoo Finance. “The Super Bowl commercials are highly anticipated so to be honored to be in one is kind of special.”
Actually, this is Riggle’s second appearance in a Super Bowl ad. The first was a spot for Ford alongside actor James Franco in 2014.
This time Riggle is making history in a star-studded commercial for Procter & Gamble (PG) that lets viewers co-create the ad in real-time.
With the help of the Israeli tech startup Eko, P&G allows viewers to vote and control the story line through a website.
The most popular scenarios chosen among viewers will then be featured in a 60-second spot that will be created just minutes before airing during the game’s fourth quarter.
So what’s it like to shoot a commercial with dozens of different outcomes?
“Different, to say the least,” says Riggle. “I’ve never done one like it, but a lot of fun too... We filmed a bunch of different endings and a bunch of different middles and different beginnings.”
Stakes are high
In another first for a Super Bowl ad, the commercial features seven different P&G product lines: Bounty, Mr. Clean, Febreze, Olay, Charmin, Head & Shoulders, and Old Spice – which Riggle calls “smart and efficient.” The financial investment in these ads is a hefty one and the stakes are high. This year, a 30-second spot on the Super Bowl costs $5.6 million.
Riggle plays Bounty’s “Quicker-Picker-Upper” in the ad, which also features former NFL player Troy Polamalu, Isaiah Mustafa, Busy Philipps, Sofia Vergara, and Manolo Vergara.
This former U.S. Marine who has starred in such films as “The Hangover,” “21 Jump Street,” and “Like Cops” is no stranger to football fans. He brings his brand of humor and weekly picks to the “Fox NFL Sunday” pre-game show. His prediction for this year’s Super Bowl?
The Chiefs “will win by 3 touchdowns,” he jokes. “That’s what I wish, that’s what I dream about, but it’s probably gonna be a one-point game.”
Alexis Christoforous is co-anchor of The First Trade at Yahoo Finance. Watch The First Trade each day here at 9:00 a.m. ET or on Verizon FIOS channel 604. Follow her on Twitter @AlexisTVNews.
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