Skipping the Big Game Ad Spend? NICE Goes Digital with a Must-Watch AI Commercial
NICE sidestepped this year’s staggering $8 million ad break spend by launching hilarious its AI-themed commercial AI Wingman directly on social media. This bold move taps into the growing trend of viewers turning to social media – including LinkedIn, X, and Facebook – to discuss Sunday’s game, halftime show, and brand activations in real-time.
As brands wrestle with the challenges of integrating and getting value from AI, businesses are increasingly falling into the trap of adopting generic AI solutions for customer service—leading to inefficiencies, compliance risks, and unexpected failures. NICE’s new American Football-inspired commercial takes a humorous yet insightful look at the chaos that ensues when AI is not designed specifically for your needs. With 85 of the Fortune 100 relying on NICE, the company is reinforcing its commitment to domain-specific, purpose-built AI.
One of the most compelling aspects of this campaign is NICE’s decision to make LinkedIn a primary distribution channel. Once known primarily as a professional networking site, LinkedIn has evolved into a dynamic platform where cultural moments are widely discussed. By leveraging LinkedIn, NICE ensures its message reaches not only business leaders and technology decision-makers but also marketing and advertising professionals who are actively engaged in AI conversations. This makes LinkedIn the perfect stage for a digital-first approach.
Einat Weiss, Chief Marketing Officer at NICE, said,
“As AI adoption accelerates, too many businesses are relying on generic solutions for customer service that weren’t built for their needs—leading to costly mistakes and inefficiencies,”
“With ‘AI Wingman,’ we’re using humor to spotlight a critical challenge: AI only delivers value when it’s domain-specific and designed with your business in mind.”
Creative Details:
Title: AI Wingman
Director: Mitch Thayne
Agency: FilmLaab
Where to Watch: LinkedIn, X (formerly Twitter), and Facebook.
As social media increasingly becomes the go-to platform for audience discussions whilst watching sports, NICE is meeting audiences where they are—without the million-dollar price tag. This strategic move amplifies reach, fuels organic engagement, and taps into real-time conversations in a way that traditional TV spots simply can’t.
