Groupon has released its 2018 Super Bowl commercial ahead of the big game, and it’s all about shopping local.
The ad features Tiffany Haddish, a breakout actress and the star of “Girls Trip,” walking down the street and asking: “What kind of person wouldn’t want to support local businesses?”
Then the commercial cuts to what appears to be a wealthy man in a mansion who says: “I hate local business. Family owned? Even better. Shut it down.” He’s then promptly kicked in the stomach with a football.
The ad hits on themes that have been present in Groupon’s brand since it was founded in 2008: saving money and humor.
Groupon’s ad is certain to go over better than the company’s previous “Tibet” Super Bowl commercial, which featured actor Timothy Hutton and came across as insensitive to Tibetans. The 2011 Super Bowl commercial was widely criticized, and Groupon pulled the ad campaign later that week.
This year’s commercial strikes a much different tone featuring Haddish, who comes across funny and likable. Haddish is an avid Groupon user herself (Groupon says she’s in the top 1 percent of most frequent Groupon users), and she caught the company’s eye after telling a story—during a 2017 appearance on Jimmy Kimmel Live—about using a Groupon for a Louisiana swamp tour with Will and Jada Pinkett Smith.
Groupon’s ad will air during the fourth quarter of the Super Bowl. The 30-second spot will reportedly cost more than $5 million.
Take a look at the ad below.