Yahoo is making a bold return to the Super Bowl ad game, and this time, it’s all about an unexpected interactive experience starring none other than Bill Murray. After a 23-year hiatus from airing commercials during the big game, the web services provider is shaking things up with a quirky 15-second spot that’s just the beginning of a larger adventure for viewers.
In the commercial, Murray plays a man who finds himself struggling to see his true identity. In a cluttered office, gazing into a mirror, he doesn’t see himself—he sees a dog. The scene is simple by Super Bowl standards, but Murray’s delivery is anything but ordinary. “Have you ever looked in the mirror and not seen yourself?” he asks in his signature deadpan style. “I don’t think I need professional help, but a skilled amateur… maybe? Little help?” He then holds up a handwritten note featuring a Yahoo email address: billhimself@yahoo.com.
What happens next is what sets this campaign apart. The email address isn’t a gimmick—it’s real. Viewers who take the time to email the address will receive replies from the legendary actor, leading to an ongoing exchange that promises to unfold into a unique, untold story. The promise of this digital correspondence adds an interactive layer to the Super Bowl commercial, inviting fans into an experience beyond the screen.
Murray is no stranger to surprising fans and popping up in unexpected places. Known for his unpredictable antics, he has a long history of crashing events and creating memorable moments in public life. Whether it’s making impromptu appearances on Saturday Night Live or performing show tunes in a New York City park, Murray has built a reputation for spontaneous acts of entertainment. In fact, he’s so adept at gatecrashing that in 1977, he showed up at Elvis Presley’s funeral, resulting in a confrontation with the police. Later, in 2014, he disrupted a South Carolina couple’s engagement photoshoot and even appeared in their final photos. Perhaps most famously, in 2018, Murray made an unexpected appearance behind the podium at a White House press briefing to speak on a topic very close to his heart—the Chicago Cubs.
Murray has long embraced the “mythology” surrounding his public persona, but he insists it’s not something he consciously cultivates. During a 2018 interview on Sunday Today with Willie Geist, he explained that he doesn’t actively seek to craft the persona of the “Bill Murray” people have come to expect. “I don’t know what to make of it,” he said, acknowledging the mythology but adding, “It’s not like that. You can’t [go] ‘Oh Jesus, what am I doing about my myth?’ It’s not like that.”
This year’s Super Bowl campaign continues to build on that mythology. In addition to the email interaction, Murray will appear live on Yahoo.com and Yahoo Sports during the big game. While what he will do during the live broadcast is still under wraps, one thing is certain—Murray’s participation will be as unpredictable as ever.
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Fans should also keep an eye out for more references to Murray across social media in the days following the game. Yahoo has hinted that viewers may even see some familiar faces and creators getting in on the action, further expanding the campaign’s reach and engagement.
Yahoo’s Chief Executive Officer, Jim Lanzone, expressed his excitement about the campaign, calling it a perfect blend of Murray’s legendary storytelling and improvisational skills with the simplicity of email. “When you want to do something completely original and unexpected, there’s only one person to call: Bill Murray,” Lanzone said in a statement shared with PEOPLE. “The beauty of this campaign is how it brings together Bill’s legendary storytelling and improvisation with the simplicity of email to create something entirely new.”
This year also marks a significant milestone for Yahoo, as the company celebrates its 30th anniversary. Lanzone noted that the campaign is not just about creating something new, but also about inviting everyone to join in on the adventure with Bill Murray. “We’re also celebrating achieving the impossible: getting Bill to check his email,” Lanzone added, highlighting the fun and unexpected nature of the collaboration.
As Yahoo’s first Super Bowl ad in over two decades, this campaign promises to deliver more than just a traditional commercial. With Bill Murray at the helm, viewers can expect a memorable and unpredictable experience that extends far beyond the 15 seconds on the screen. For fans of both Murray and Yahoo, this interactive venture is just the beginning of an adventure that’s set to unfold in real time, with surprises and twists waiting at every turn.
