Rockstar Energy Drink is shining a light on hustlers around the world in a new thirty-second advertisement airing during the Super Bowl LV pre-game show. Featuring Grammy-nominated rapper Lil Baby, the TV spot is the brand’s first Super Bowl appearance.
The new Super Bowl ad showcases Lil Baby illuminated by a bright spotlight. As he shares his journey of how he had to grind to shine, the spotlight catches those around him who also are on their path to stardom, including Rockstar Energy pro skateboarder Chris Joslin, and gaming icon and 100 Thieves founder and CEO, Nadeshot.
The spot also features emerging cultural influencers and local heroes – including a barber, tattoo artist, and first responder – showing the importance of hustle at all levels. The spot was created and directed by Goodby, Silverstein & Partners, and Grammy-winning director Dave Meyers.