Svedka 在 AI 超级碗广告口碑两极分化后向公众征集下一支广告创意
Svedka Hands Its Next Super Bowl Ad to the Public After Polarizing AI Debut
- 1Svedka 将在 2027 年超级碗投放 15 秒全国广告，推广 6 月上市的罐装低卡新品 Svedka Vodka Water
- 2品牌把创意权交给公众，一名获胜者将获 $500,000 奖金并负责创作这支超级碗广告
- 3Svedka 承认 2026 年由 AI 制作、由 Fembot 吉祥物主演的超级碗首秀口碑两极分化
- 4母公司 Sazerac 旗下另一品牌也将在 2 月的第 61 届超级碗投放广告
AI 创意在超级碗这类大众场域口碑两极后，品牌改用公众征集来规避创意风险，同时把征集本身做成传播事件。
- 影响：对营销团队，AI 素材投放大众媒体后的两极反馈会成为后续大投放的风险参照；公开征集把创意环节变成奖金明确的固定支出，母公司继续加码超级碗则表明问题被归因于创意方式而非投放渠道。
- 参考：可考虑在大型投放前用小样本受众测试 AI 素材的反应分布；值得把众包征集列入创意采购备选，先算清征集奖金加媒介的总成本，再与代理商方案比较。
- 依据：信息来自品牌方计划与 Adweek 报道；2026 年广告两极分化是 Svedka 自己承认的口径，文中未附第三方收视或社交数据。
Svedka knows its 2026 Super Bowl debut, which was created with AI and starred its Fembot mascot, was polarizing. So for its next Big Game outing, it’s asking fans if they can do any better.
The Sazerac-owned vodka brand is returning as a Super Bowl advertiser in 2027, with a national 15-second spot promoting Svedka Vodka Water, its canned, low-calorie vodka launched in June. This time, it’s handing creative control to the public, with a contest that will give one winner a chance to create its Super Bowl commercial for a prize of $500,000.
A second Sazerac brand will also advertise during Super Bowl 61 on Feb.
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来源：Adweek · adweek.com