Svedka challenges fans to create its next Super Bowl ad

SVEDKA VODKA IS CHALLENGING FANS TO CREATE ITS NEXT SUPER BOWL COMMERCIAL FOR A CHANCE TO WIN $500K

After a hotly debated Super Bowl ad debut in 2026, SVEDKA Vodka and television host and executive producer Andy Cohen are inviting fans to try their hand at making a better Big Game ad.

In 2026, SVEDKA Vodka handed its Super Bowl ad to AI. In 2027, it's handing it to America.

Following its 2026 Big Game debut, which featured a historic, AI-created commercial reintroducing the brand's Svedbot robot character and sparked plenty of online chatter, SVEDKA Vodka continued to build momentum, earning the title of the #1 volume growth driver in U.S. spirits.1 Now, SVEDKA is back with an experiment: What happens when you hand the creative reins to the very people who made last year's ad such a polarizing topic of conversation?

That's right: SVEDKA is turning armchair critics into actual ad makers, challenging fans aged 21+ to create an original Super Bowl commercial for the brand's new SVEDKA Vodka Water ready-to-drink (RTD) cocktail offering. And, it's paying them the big bucks, too.

The winner will take home $500,000 and could see their idea become the brand's official Big Game commercial on Sunday, February 14, 2027.

To help award the fan-made commercial worthy of Big Game airtime, SVEDKA is tapping award-winning host, executive producer and professional arbiter of entertainment, Andy Cohen. Known for his sharp takes, signature sense of humor and knack for knowing what gets people talking, Cohen will put his entertainment expertise and discerning creative eye to work alongside SVEDKA to help crown the winning ad.

To officially kick off the contest, Andy Cohen sat down with SVEDKA's iconic Svedbot to introduce the challenge, which can be viewed below.

"I've spent a lot of my career interviewing some of the most-talked-about names, reacting to what's happening in culture and figuring out what makes great entertainment," said Andy Cohen. "Last year, people had a lot of opinions about SVEDKA's Big Game ad, so I love that this year they're challenging their critics to do it better. As a judge, I'm asking: Is it entertaining? Is it memorable? Does it get people talking?"

While the creative is in the fans' hands, there's one non-negotiable: the creative will feature SVEDKA Vodka Water. Launched nationwide in 2026, the new RTD offering is off to a strong start and has been one of Sazerac's most successful launches from the past year. The first-of-its-kind transparent canned vodka water offers a simple proposition: 90 calories, zero sugar, zero carbs and zero bubbles. Available in four flavors – Strawberry, Lime, Peach and Pineapple – SVEDKA Vodka Water can be found at retailers nationwide and makes for a light and refreshing drink for Big Game parties and beyond.

"SVEDKA isn't a brand to shy away from trying new things - from last year's AI-generated ad, to the first-of-its kind transparent can that we launched SVEDKA Vodka Water in this past June," said Sara Saunders, Group President and Chief Marketing Officer at Sazerac. "We're proud of what we accomplished in 2026, but we heard plenty of people say they could do a better job. And we welcomed the debate. This year, we're giving those voices the chance to prove it by creating a SVEDKA Vodka Water ad fit for advertising's biggest stage. We can't wait to see how fans bring the brand's newest innovation to life."

To enter the Super Bowl ad contest, fans 21+ are invited to create an original, :15 second commercial showcasing SVEDKA Vodka Water and submit it at biggamecontest.svedka.com between 12:01am ET on November 2, 2026 and 11:59pm ET on December 1, 2026.

Whether AI-led, hilariously low-budget, unexpectedly cinematic or creatively ambitious, SVEDKA is looking for commercials that bring the brand to life in a way that earns attention, sparks conversation and sticks with viewers long after the final whistle. SVEDKA will also give entrants free access to a digital toolkit packed with creative assets, including images of SVEDKA Vodka Water. These can be used in their creative, without purchasing or obtaining a physical can, helping every submission capture the SVEDKA look and feel.

Submissions will be evaluated based on the official criteria set forth in the Official Rules, with Cohen joining SVEDKA to help evaluate the submissions and select the commercial that could ultimately be taken to the Big Game.