Bass Pro Shops and Cabela’s aired their first ever Super Bowl commercial during the clash at the Raymond James Stadium in Tampa, Florida.
The Super Bowl traditionally commands a US television audience of more than 100 million, plus an estimated 30 to 50 million around the world. A Super Bowl commercial spot is estimated to cost $5.5 million for 30 seconds.
The broadcast commercial, titled ‘Get Back to Nature’, featured people of all ages planning their adventure outdoors, with footage of lakes, forests and mountains.
“You may be feeling a little cooped up, but don’t forget: there are still rocks to be skipped, trails to be trampled, fish to be caught,” a voiceover tells viewers as footage of people exploring the great outdoors flashes by.
“In these trying times, we need nature more than ever. We need nature to remind us that, like a sunrise and the turning of the tides, these challenges will pass.”
The advertisement was inspired by Bass Pro Shops founder and renowned conservationist, Johnny Morris. The Springfield, Missouri-based brand said in a release that it was excited to be part of a Super Bowl that included its home state team, the Kansas City Chiefs.
Due to COVID, the event was attended by a record low 25,000 people with 30,000 cardboard cut-outs in the 66,000 capacity stadium, giving the impression of a full house. Fans were issued with free masks and had to maintain a social distance of six feet.
Tampa Bat Buccaneers defeated Kansas City Chiefs 31 to 9. View the video here