The Super Bowl ad you'll never see

The Super Bowl ad you’ll never see is a creative spoof that simulates a high-profile commercial conceived to air during the Super Bowl.

The film is built around a fictional yet deliberately realistic scenario: during the shoot, the set is raided by ICE. Actors are detained. Production is abruptly halted. The commercial is pulled before it ever reaches broadcast.

By staging an ICE raid within the familiar language and aesthetics of a Super Bowl commercial, the project uses parody to draw attention to a broader and very real social context. What initially appears to be a classic snack ad gradually turns into a commentary on what is happening in the United States today, using advertising itself as the narrative device.

The film was created entirely using AI and represents the first project by doope, a new house of production specializing in commercials developed through artificial intelligence. This production approach treats AI not merely as a technical tool, but as a creative language—one capable of replicating the codes of traditional advertising and then challenging them from within.

Designed to feel like an ad that “almost made it to air,” The Super Bowl ad you’ll never see blurs the line between brand communication and cultural reflection, leveraging the mythology of the Super Bowl to spark awareness and conversation.