One surprise newcomer to the Super Bowl was Temu, an online marketplace founded in China that came to the U.S. in late 2022. Pronounced “tee-moo,” the brand used the Big Game as a way to spread awareness and cement its presence in North America.
Temu’s spot, “Shop Like a Billionaire,” aired in the first quarter. It showed a woman shopping on her phone and imagining different outfits, before choosing one, and accompanying accessories to match. She then outfits everyone she encounters in her orange-and-rainbow-hued path. Saatchi & Saatchi worked on the spot, which was directed by Robert Jitzmark.
As part of its campaign, Temu is planning a $10 million giveaway, according to a spokesperson.