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Drag queens to make historical debut — during Super Bowl LIV
Drag queens, for the first time, will appear in a Super Bowl advertisement. “RuPaul’s Drag Race” alumni Kim Chi and Miz Cracker will make history in a commercial for hummus brand Sabra during the football championship game Feb. 2, when the Kansas City Chiefs will face the San Francisco 49ers... Bob Witeck, a longtime marketing strategist who specializes in reaching LGBTQ audiences, called Sabra’s drag ad “revolutionary.” “For queer audiences, it is an art form and an ‘outsiders’ language,” Witek said of drag. “Reaching the Super Bowl means taking our language into every home in the nation and millions around the world.” Witeck said the Sabra ad, which could reach around 100 million viewers during the Super Bowl, is indicative of a sea change in the public perception of drag, which he said has been normalized in the mainstream for many years, thanks in large part to the success of the award-winning reality show “RuPaul’s Drag Race.”... Bob Witeck, a longtime marketing strategist who specializes in reaching LGBTQ audiences, called Sabra’s drag ad “revolutionary.” “For queer audiences, it is an art form and an ‘outsiders’ language,” Witek said of drag. “Reaching the Super Bowl means taking our language into every home in the nation and millions around the world.” Witeck said the Sabra ad, which could reach around 100 million viewers during the Super Bowl, is indicative of a sea change in the public perception of drag, which he said has been normalized in the mainstream for many years, thanks in large part to the success of the award-winning reality show “RuPaul’s Drag Race.”
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