From youngsters within the ‘80s making an attempt to wrap their mouths round each taste compartments of a field of the unique sweet to individuals biting into the candy-coated Gummy Clusters at this time, Nerds made its model by fusing disparate flavors.

Nerds Super Bowl pitchman Shaboozey will get that.

For this 12 months’s huge recreation, Shaboozey’s popping Gummy Clusters, singing Louis Armstrong’s “Great World,” and spending 30 seconds of the sport’s third quarter mixing musical kinds, gummy crunch, and colourful anthropomorphized sweet characters in an idealized New Orleans.

Most significantly, he’s bringing a model born in 1983 into the brand new relevance it found when Gummy Clusters have been launched in 2019.

How Shaboozey received a Nerd alert

For the fourth single off of his third album, “The place I’ve Been, Isn’t The place I’m Going,” the Virginia-based musician reworked hip-hop artist J-Kwon’s 2004 hit “Tipsy” into a rustic tune about after-work drinks—”A Bar Track (Tipsy).” Shortly after he launched the tune on April 12, 2024, Ferrara Sweet CMO Greg Guidotti and his workforce started trying to find a musician to characterize its Nerds Gummy Clusters model in its second-consecutive Tremendous Bowl advert.

In its first 12 months within the recreation, the model discovered success by pairing Irene Cara’s 1983 hit “Flashdance (What a Feeling)” with influencer Addison Rae. Nonetheless, with this Large Sport advert, Nerds had a novel alternative to embrace homegrown music tradition at a Tremendous Bowl set in New Orleans whereas providing its personal colourful twist. And a country-fusion artist like Shaboozey was excellent for its storytelling.

By June, Ferrara was in talks with Shaboozey to seem within the advert singing a model of New Orleans-born Louis Armstrong’s “What a Great World” with a second-line brass band backing him up as Nerds characters jumped onto an enormous, marching gummy.

“Final 12 months was our first time, really, legitimately promoting the model, and we selected to go huge within the Tremendous Bowl, and we felt superb in regards to the efficiency of that advert and the way we drove family penetration,” Guidotti stated. “Shaboozey is an extremely dynamic, multi-dimensional, layered artist who spans genres. He was doing a present in Chicago at a small venue, and we went and noticed the potential of him early on, after which the world noticed it.”

By July, “A Bar Track (Tipsy)” had entered Billboard’s Sizzling 100, the place it could keep whereas Ferrara and Shaboozey finalized his place within the Tremendous Bowl advert in August and September. The tune wouldn’t depart the highest spot till November, when it had spent 19 weeks at No. 1—tying solely Lil Nas X’s 2019 single “Previous City Street.”