- Aussie brand to gatecrash the biggest American advertising spot of the year
Bundy R. Bear, the face of Bundaberg Rum is set to take to screens across the world at halftime of Super Bowl LX.
The Aussie fan favourite will gatecrash the popular advertising spot, which sees businesses fork out up $10million for just a few seconds of screentime.
Consumers of the USA’s most popular sporting event will see Bundy make fun of American citizens, for their indecision when it comes to choosing cola drinks.
Bundy R. Bear is seen looking flustered, sarcastically, at two drinks, with a decision to make on what to partner his cola with.
But the bear has no thoughts of choosing either option, as he has a Bundaberg Rum can in his hand behind his back.
While those from the US debate the perfect balance of sweet and spicy bubbles, Bundy tries to portray Aussies as the smarter citizens.
Many will believe Bundy R. Bear (pictured) has a difficult decision to make between Coca-Cola and Pepsi
The bear (pictured) makes his decision seem easy with a Bundaberg Rum can behind his back
Bundaberg Rum will be viewed on the global stage during the halftime break of Super Bowl LX
He does this by showing he already ‘knows’ the best ingredient to accompany cola, which is the drink created in Bundaberg.
The ad featuring the bear will be played at half time.
Bundy R. Bear was established in 1961 and was created to promote Bundaberg Rum as a way to stay warm in a cold southern climate.
A 30-second Super Bowl LX ad in 2026 is averaging around $8million, with premium slots exceeding $10million, marking a 48.15 per cent increase over the past decade.
When production, talent fees and broader marketing are included, total campaign costs can climb beyond $15–$25million.
Viewership is projected to reach between 127.7 million and 130 million people in the United States, potentially setting a new record.
With the New England Patriots facing the Seattle Seahawks and streaming numbers rising, global audience figures could approach 200 million worldwide.
