The most-watched event of the year, the Superbowl will feature a commercial with something never seen in the Superbowl before: Drag queens.
“RuPaul’s Drag Race” drag queens alumni Kim Chi and Miz Cracker will appear in a commercial for the hummus brand Sabra during Superbowl breaks.
Chief marketing officer for Sabra, Jason Levine, said in a statement: “We’re bringing a diverse group of personalities to the table and demonstrating just how incredibly versatile, relevant and relatable hummus is today. We think we’ve got something for everyone.”
Bob Witek, a marketing specialist that focuses on reaching LGBTQ audiences called the ad “revolutionary.”
“For queer audiences, it is an art form and an ‘outsiders’ language. Reaching the Super Bowl means taking our language into every home in the nation and millions around the world.” Witek told NBC News.
Witek spoke about the ad potentially reaching 100 million people saying: “The Super Bowl is the ultimate test, when you can take chances like this and realize that the fear of drag is nothing people imagined it to be. It’s us telling our own joke about ourselves, with a sense of humor and authenticity … with luck, everyone laughs with us.”
A 15-second teaser for the ad can be watched here: