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Pokémon Super Bowl Commercial Is A Concept Piece And An Expensive Gamble

by Mike Futter on Jan 25, 2016 at 09:18 AM

For the first time ever, The Pokémon Company is bringing its long-running, transmedia franchise to the Super Bowl. Today, we have an early look at the minute-long commercial.

The short video evokes feelings of determination, hope, and strength. It does not however mention cartoons, video games, or collectible card games.

While the commercial most certainly strikes the right tone for the Super Bowl, it relies very heavily on existing awareness. This is a calculated risk, and we’ll be eager to see how it pays off on February 7.

Is there enough of an audience overlap to make the $8 - 10 million cost (based on 2015 commercial prices) worth while? Or will football viewers (and those watching for the commercials) simply shrug and ask, “Is Pokémon still a thing?”

Pokémon is celebrating its 20th anniversary this year. This commercial is part of those plans, but doesn't seem to point to the rest of the festivities. Perhaps that will change before the commercial airs.