Sam Adams couldn’t afford celebrities for their regional Super Bowl ad. Not human ones, anyway.
So Sam partnered with the world-famous Boston Dynamics robotics lab to throw the world’s first 100% real robot rager for Super Bowl LVI. We shot inside the Boston Dynamics facility with their engineering team—no CGI or visual effects are used in this spot.
Filmed on a shoestring budget by Super Bowl standards, the spot generated more than 1 billion impressions and landed Sam on ‘best of the game’ lists alongside the world’s biggest brands.
Teaser
Spot
Behind-the-Scenes at Boston Dynamics
This spot is an engineering marvel.
Boston Dynamics roboticists worked side-by-side with us on set, writing code to program the robot’s movements in real-time. Yes, some of MIT’s finest minds taught robots to run with a keg, clink beer cans, and twerk.
Brewbots!
Inspired by the genius engineers at Boston Dynamics, Your Cousin started a robotics company of his own and gave away his janky machines on social media during the Super Bowl.