Sabra Super Bowl Commercial Asks America ‘How Do You ‘Mmus?’

Sabra made hummus history during Super Bowl LIV with the airing of its first Super Bowl commercial. The spot featured visually compelling sets and a jaw-dropping cast of 19 celebrities and influencers sharing their favorite and unique ways to enjoy hummus asking fans, ‘How do you ‘Mmus?’

 

“In the past two decades we have proudly introduced hummus to America,” said Tomer Harpaz, Sabra CEO. “Last night, we used thirty seconds on the biggest stage in national sports to inspire viewers to rethink hummus. As one of the most beloved plant-based brands we are focused on creating truly delicious food, demonstrating broad appeal and bringing people together. If you thought you knew hummus, we think you’ll think again.”

 

The Sabra commercial marks the first time a hummus brand has advertised in the Super Bowl. The spot was produced by VaynerMedia and features each of the celebrity and influencer talent dipping their favorite foods in the hummus flavor of their choice. Sabra fans can view the extended version on YouTube or in your social media feed with more than 450 social influencers sharing how they ‘Mmus. Consumers can share their own hummus pairs using #HowImmus which activates a custom Twitter emoji.

 

 

“From a creative standpoint, we wanted to entertain viewers and position hummus as more relevant, more relatable and more fun than you may have expected,” said Jason Levine, Sabra CMO. “We invited a wide range of personalities with enthusiastic fandoms to share the unique ways they enjoy hummus and inspire the rest of America to do the same. Not everyone will relate to those who joined us on set, but the overall message is the same for all. Hummus is for everyone and pairs well with nearly everything you love to eat. The question is, ‘How will you ‘Mmus?”

 

Talent Featured in Sabra Super Bowl Commercial (in order of appearance)