National Geographic channel is running a spot in the Super Bowl promoting its upcoming series "Genius," about the life of Albert Einstein.
Airing immediately following Lady Gaga's halftime show, the 45-second spot, entitled "Bad Romance," sees actor Geoffrey Rush as Einstein pick up a violin and begin to play. What sounds like it might be a classical sonata is gradually revealed as the unmistakeable tune of Lady Gaga's "Bad Romance," until Einstein finishes with a flourish, sticking out his tongue.
The ad is by McCann New York and was directed by Smuggler's Ivan Zacharias.
"We wanted to create a beautiful commercial that was true to the character of Albert Einstein," said Eric Silver, McCann North America chief creative officer in a statement. "We knew Einstein frequently played violin as a brainstorming technique. The timing of our placement immediately after Lady Gaga's halftime performance felt like serendipity, giving us the perfect platform to bring the adored physicist to life in a memorable way."
"Genius," from executive producers Brian Grazer and Ron Howard and starring Rush, Emily Watson and Johnny Flynn, premiers in the U.S. on April 25, and will air around the world in 171 countries and 45 languages.