In Disney Plus’ first-ever Super Bowl ad, the streaming service banks on reaching an audience of superhero fanatics and comic book nerds, opting to highlight a handful original series from Marvel Studios instead its tried-and-true titles such as “Star Wars” and “The Simpsons.”

The 30-second commercial, produced in-house, teases three of the service’s exclusive offerings from Marvel: “The Falcon and the Winter Soldier” (based on “Captain America”), “WandaVision” (based on superheroes The Scarlet Witch and Vision) and “Loki” (based on its titular Asgardian character).

Disney Plus, which launched in November, joined a crowded field of competitors with a long history of airing in-game ads. This year, Disney was one of four, with Amazon Prime Video, Hulu and yet-to-be-launched Quibi also appearing (Netflix is notably sat Super Bowl LIV out).

BRAND: Disney

AGENCY: In-house

QUARTER AIRED: Q3

SUPER BOWL: LIV

YEAR: 2020