Facebook is producing its first Super Bowl ad featuring Sylvester Stallone recreating his "Rocky" run up the steps of the Philadelphia Museum of Modern Art.
Chris Rock will also make an appearance in the 60-second commercial, which was produced with Wieden & Kennedy.
Stallone posted a cryptic video on Instagram on Tuesday, showing off some behind-the-scenes footage of dozens of fans running with him on the steps of the museum. Stallone, of course, made the Philadelphia Museum famous in his "Rocky" movies, when his character trained by running up the outer steps. Local Philadelphia news stations picked up Stallone's Instagram post, which only disclosed that he was shooting a Super Bowl ad without naming the brand.
According to Facebook, the directors on the spot are Megaforce, a French collective known for visually arresting work such as Lacoste’s “Life Is a Beautiful Sport” from BETC as well as Nike’s “Nothing Beats a Londoner” and Delta’s “Runways,” both created out of Wieden & Kennedy.