Sam Adams couldn’t afford celebrities for their regional Super Bowl ad. Not human ones, anyway.

So we partnered with the world-famous Boston Dynamics robotics lab to throw the world’s first 100% real robot rager for Super Bowl LVI. We shot inside the Boston Dynamics facility with their engineering team—no CGI or visual effects are used in this spot.

Filmed on a shoestring budget by Super Bowl standards, the spot generated more than 1 billion impressions and landed Sam on ‘best of the game’ lists alongside the world’s biggest brands.

Behind the Scenes at Boston Dynamics

Boston Dynamics roboticists worked side-by-side with us on set, writing code to program the robot’s movements in real-time. Yes, some of MIT’s finest minds taught robots to run with a keg, clink beer cans, and twerk. They had just as much fun as we did.

Your Cousin Makes Robots

On social, we extended the campaign in the dumbest way possible. After getting fired from his job at Boston Dynamics, Your Cousin From Boston attempts to make a quick buck by starting his own robotics company. We made all the “robots” in-house and gave them away on social during the game.