Talk show host Ellen DeGeneres is going to the Super Bowl -- in a commercial for Beats Music. She is expected to announce on her show Jan. 29 that she is the star of the new spot and will give the audience a sneak peak. The full commercial will preview on her program Thursday, which is also her birthday.
The 15-second snippet she drops during tomorrow's show features her dancing to an electronic music track. But not alone. She's busting moves with a bear -- well, a person wearing a bear costume -- clad in a red shirt, black sequined vest and black chunky glasses. A still shot shows more well-dressed bears and a natty suit-and-tie-clad wolf jamming as well.
Ms. DeGeneres tells the audience, "I'm partnering with Beats Music. I love them because they're changing the way you listen to music. They have a new digital streaming service that brings you totally personalized music. You can download the app on your phone, then hear any song at any time. I recently shot a commercial for them, it's gonna air during the Super Bowl and I'll show you a tiny, tiny bit of that right now." Cue Ellen and the dancing bear.
The Beats Music Super Bowl announcement follows a Beats Music TV spot that ran on the Grammys Sunday night narrated by Nine Inch Nails singer Trent Reznor, who is also Beats chief creative officer. In it, he explains the Beats Music vision in part as "an elegant, fun solution that integrates the best technology with friendly, trustworthy humanity that understands music is emotion, and joy, culture and life."
R/GA handled the Ellen DeGeneres Super Bowl ad. The agency has also been behind the Trent Reznor spot that aired during the Grammys and the spots starring athletes such as Richard Sherman and Kevin Garnett.