Super Bowl 2022: Spot the Robot Hits the Big Stage

Boston beer brand Sam Adams plans to showcase the Boston Dynamics robotic superstar dancing dog Spot in a Super Bowl ad

Chuck Martin, Editorial Director AI & IoT

February 10, 2022

1 Min Read
Image shows Boston Dynamics Spot Super Bowl 1

Finally, the ultimate Super Bowl Spot.

Spot the robot, that is.

Thanks to a Super Bowl ad buy, Boston beer brand Sam Adams plans to showcase the Boston Dynamics robotic superstar dancing dog Spot in a commercial for its beer.

In a short Big Game teaser spot, a security guard whistles and asks Spot to fetch him a beer, which Spot gets and accurately throws to the guard.

In a 30-second spot, security guards share a beer with the robotic dog, which it drinks and burps before some dancing together.

In the full-length Super Bowl commercials, other robots join actor Greg Hoyt, who has been playing his character of  “your cousin from Boston,” New England accent and all, in Sam Adams commercial for more than a year.

The Boston Dynamic extras include Stretch, the robot, which is typically used for warehouse automation, but in this case, for transporting and unpacking loads of beer.

Boston Dynamics was previous owned by Softbank but is now controlled by Hyundai Motor Group.

Meanwhile, it is Spot who takes center stage this weekend.

About the Author(s)

Chuck Martin

Editorial Director AI & IoT

Chuck Martin, author of "Flying Vehicles," New York Times Business Bestselling author and futurist, is Editorial Director at Informa Tech, home of AI Business, IoT World Today and Enter Quantum. Martin has been a leader in emerging digital technologies for more than two decades. He is considered one of the foremost emerging technology experts in the world and his latest book title "Flying Vehicles" (The Emergence of Personal Air Travel, Flying Cars, and Air Taxis) followed "Digital Transformation 3.0" (The New Business-to-Consumer Connections of The Internet of Things).  He hosts a worldwide podcast titled “The Voices of the Internet of Things with Chuck Martin,” where he converses with top executives from the companies driving the adoption of emerging technology.

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