Sazerac to spotlight Svedka in Super Bowl commercial
Svedka Vodka will be the subject of Sazerac’s first Super Bowl commercial, which will partially be created by AI.
Super Bowl LX will take place on Sunday 8 February 2026.
The Svedka advert will be the game’s first spot dedicated solely to a vodka in more than 30 years.
Sazerac’s in-house team has partnered with San Francisco-based AI innovation lab Silverside to create the 30-second ad, which will appear shortly after the halftime show.
The advert will feature Svedka’s ‘Fembot’, who returned to the brand’s advertising in autumn after 12 years. She will be joined by a new sidekick, the BroBot.
Ahead of the Super Bowl, Svedka will invite consumers to take part in the ad. The brand has partnered with actor and singer Victoria Justice to help choreograph the Fembot’s performance.
Those aged 21 and over can submit their best unique dance moves on social media for a chance to see the Fembot perform them in the ad, and receive US$10,000 for providing the winning routine.
Justice said: “Shake up a Svedka cocktail, shake up your best dance moves, and you might just win US$10,000… and have your choreography seen by more than 100 million people.
“I love that Svedka is giving dancers such a fun moment to shine, and I’m so excited to be a part of it.”
Sazerac acquired Svedka from Constellation Brands in January 2025.
“This is an exciting moment for Sazerac and Svedka,” said Sara Saunders, Sazerac’s chief marketing officer. “Our ad will blend human creativity and dance moves with modern technology; we can’t wait for fans across the world to see it all come to life this February on advertising’s biggest stage.”
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