The highly anticipated Super Bowl LX will feature a groundbreaking commercial from Captain Morgan, born from a unique competition on NBC’s On Brand with Jimmy Fallon. Contestants were tasked with creating an iconic, shareable ad, with Team Mustache’s “Spicy Take” concept ultimately winning the prestigious Super Bowl spot and a trip to the game itself, promising a fresh, interactive approach to alcohol advertising.
The Super Bowl is more than just a championship football game; it’s a colossal stage for advertisers, where brands vie for attention with innovative and often memorable commercials. For Super Bowl LX, rum brand Captain Morgan is taking an unconventional, yet utterly modern, route to its advertising strategy by partnering with a reality competition series, On Brand with Jimmy Fallon.
This bold move highlights the evolving landscape of advertising, where traditional media buys are increasingly integrated with reality television and social media engagement to create a comprehensive, fan-centric campaign. The result is a commercial that promises to be both “loud, shareable, [and] stunt-y,” designed to captivate a younger demographic.
The High Stakes of Super Bowl Advertising
Super Bowl commercials are a spectacle in themselves, often generating as much buzz as the game. Brands invest heavily, not just in airtime, but in celebrity endorsements, elaborate concepts, and cutting-edge production to ensure their ad stands out. Some become instant classics, like Tide’s “Jason Alexander” commercial or Amazon’s “Michael B. Jordan” Alexa ad, which garnered significant attention for their creativity, as highlighted by an article on entertainment news.
However, the pursuit of virality can sometimes lead to controversy. Tracy Morgan’s Rocket Mortgage ad, for example, drew mixed reactions for featuring a car accident scenario, which reminded many viewers of his near-fatal accident in 2014. While some fans found humor in Morgan’s ability to “bounce back,” others deemed the choice “kinda weird” or “pretty bold,” as reported by television media. Despite the divided response, Rocket Mortgage’s ads with Morgan received “high marks” from USA Today’s Ad Meter, according to an entertainment news piece.
Beyond humor and shock value, some commercials achieve widespread acclaim for their artistry and star power. Michelob Ultra’s “Superior Bowl” commercial for Super Bowl 56, featuring a star-studded cast including Alex Morgan, Serena Williams, Peyton Manning, and Steve Buscemi, was widely lauded as a work of art, noted The18.com. This commercial specifically impressed fans with its subtle nods to Alex Morgan’s soccer career, like her tea-sipping celebration and a soccer-ball-designed bowling ball.
‘On Brand with Jimmy Fallon’ Tackles Captain Morgan’s Super Bowl Challenge
In a fascinating twist for Super Bowl LX, Captain Morgan opted for a fresh approach to ad creation, bringing their campaign to NBC’s On Brand with Jimmy Fallon. The episode, which aired on October 14, 2025, tasked eight contestants with crafting a “loud, shareable, stunt-y video” and a “sticky tagline” that would resonate with consumers in their 20s. This partnership provided a unique platform for brand managers to scout innovative talent directly.
The challenge came with strict guidelines, particularly for alcohol advertising, which faces “stricter rules and regulations” regarding product consumption on screen. Host Jimmy Fallon and On Brand Agency CMO Bozoma Saint John emphasized the “holy grail” nature of this opportunity for the competitors, underscoring the immense value of a Super Bowl placement.
Team Dynamics and Creative Pitches
Two teams, “Team Freeze” and “Team Mustache,” embarked on the high-pressure task. Team Freeze, comprising Mahiri Takai, Elijah Bennett, Lauren Karwoski, and Azhelle Wade, struggled initially with differing ideas. Elijah and Mahiri clashed over a dance challenge concept, while Lauren pitched a “No Cap” trend. Ultimately, they focused on a dance ending in the “Captain’s pose,” with Elijah stepping into a directing role to keep the team on track despite internal “power struggles.”
Meanwhile, Team Mustache, made up of Bianca Fernandez, Ryan Winn, Sabrina Burke, and Pyper Bleu, also faced creative tensions. Ryan proposed a “Captain!” call-and-response trend, while Bianca championed her “Spicy Take” idea, where participants would share controversial opinions and receive a Captain Morgan-inspired lipstick mustache. Despite “ego things” and initial disagreements, the team successfully merged their concepts, deciding to yell “Captain!” after each “spicy take,” with “Morgan!” as the response, and drawing lipstick mustaches on faces or cups.
The Winning Campaign: “Spicy Take” Heads to Super Bowl LX
After presenting their finalized videos, Team Mustache was declared the winner. Their “Spicy Take” concept, featuring the call-and-response and the memorable lipstick mustaches, garnered an enthusiastic response from Captain Morgan Senior Brand Manager Camille Hemming, Jimmy Fallon, and Bozoma Saint John. The campaign’s immediate ability to inspire further ideas demonstrated its strong potential for engagement.
Three months after the competition, it was revealed that Captain Morgan plans to integrate the “Spicy Take” campaign throughout the football season, leading directly to its debut during Super Bowl LX on February 8, 2026. Furthermore, a custom mustache filter for social media has been developed, ensuring fans can actively participate in the brand’s narrative. This innovative approach by Captain Morgan, powered by fresh talent from On Brand with Jimmy Fallon, promises an engaging and interactive experience for Super Bowl viewers.
Fans interested in following the show can find more details on NBC Insider, including information about Jimmy Fallon, Bozoma Saint John’s marketing career, and previous challenges.
