Matthew McConaughey, Salesforce’s “brand advisor,” narrates and stars in “New Frontier.” The minute-long Super Bowl commercial has McConaughey playing an astronaut who (indirectly) promotes the tech company’s #TeamEarth initiative as he floats above a cityscape in a hot air balloon. Among his pronouncements: “It’s time to plant more trees” and “It’s time to build more trust.”

“So while the others look to the metaverse or Mars, let’s stay here and restore ours,” he says, in what was widely seen as a veiled dig by billionaire Salesforce founder Marc Benioff at fellow billionaires Mark Zuckerberg and Elon Musk (who has said he plans to wants to send a crewed mission to the red planet).

“The new frontier,” McConaughey concludes. “It ain’t rocket science. It’s right here.”

Salesforce created “New Frontier” in house and filmmaker Dante Ariola directed the spot.

Brand: Salesforce

Agency: In-house

Quarter Aired: 4

Super Bowl: LVI

Year: 2022