Sazerac will make its Super Bowl debut this February with a commercial centered on SVEDKA Vodka and the brand’s returning Fembot character. According to the company, it is the first national Super Bowl spot in more than 30 years to focus exclusively on a vodka brand.
The 30-second ad is scheduled to air shortly after the halftime show, just before the start of the third quarter. It was developed by Sazerac’s in-house creative team in collaboration with SILVERSIDE, a San Francisco–based AI innovation lab. The company states that both human creatives and AI systems were involved in shaping the concept.
Fembot, which reappeared in SVEDKA campaigns earlier this year after more than a decade’s absence, will feature prominently in the commercial. She will be joined by BroBot, a new addition to the brand’s cast for 2025. Sazerac describes the visual style as heavy on metallic elements and references to classic cocktail culture.
To support the campaign, SVEDKA is inviting the public to contribute dance moves for the Fembot’s on-screen performance. The brand has partnered with actress and singer Victoria Justice to encourage submissions. Participants aged 21 and over can upload their choreography for consideration, with the winning routine incorporated into the Super Bowl ad and a $10,000 prize awarded to its creator.
Justice said she hopes the initiative draws broad participation from dance communities and sees the collaboration as an opportunity for contributors to showcase their work to a large audience.
The commercial also comes amid ongoing discussion about the Fembot’s use as a marketing character. Some critics argue that the design leans on stylized depictions of humanoid robots that could reinforce clichés about gendered representation in advertising. Others point to the growing role of AI-driven characters in brand campaigns and question the transparency of their development and use. Sazerac has stated that the Fembot is intended as a fictional mascot and part of a long-running creative theme, and that the character’s return reflects audience familiarity with earlier campaigns.
