×
You will be redirected back to your article in seconds

Amazon Will Tout ‘Jack Ryan’ Series in Super Bowl Ad

Jack Ryan, the hero of Tom Clancy’s best-selling spy novels, has saved the world and thwarted U.S. enemies countless times over. Now he has an entirely new mission.

Amazon will run a 60-second commercial just after halftime during NBC’s Sunday broadcast of Super Bowl LII to tout a new series about the celebrated character. With the network seeking more than $5 million for 30-seconds of ad time during the event, it’s no small expenditure, even for the online-retailing giant.

“There’s so much value in being able to reach an audience that is this global and this broad,” says Mike Benson, head of marketing for Amazon Studios, in an interview. “‘Jack Ryan’ is a series that both men and women can and will watch, and the Super Bowl is a big, unique event in which the ads are as important, sometimes more important, than the game itself. This is an important series to us, and we wanted to be there.”

The commercial is designed to make plain to viewers that the series is a new, and represents a starting point for the character, who has been played in past movies by Harrison Ford, Alec Baldwin and Ben Affleck. Amazon was eager to show actor John Krasinski in the title role, says Benson, and also “demonstrate the scope and the scale and production quality of the show.”

Amazon has appeared in the Super Bowl in the past, but never for its Prime Video service. The company, says Benson, intends to demonstrate that subscribing to the service gets customers more than a discounted shipping rate – like original video series.

Amazon intends to launch “Tom Clancy’s Jack Ryan” over Labor Day weekend, making the first cycle of the series available on August 31.

Amazon Prime’s appearance during the game is the latest example of a TV network selling some of its most valuable ad time to a competitor who seeks to woo the very people tuning in to such NBC mainstays as “This Is Us” and “Saturday Night Live.” In 2010, for example, CBS sold a 30-second spot in the Big Game to Time Warner-owned TruTV. Netflix last year unveiled a trailer for the fan-favorite series “Stranger Things.”

The company bills the series as having an original storyline while maintaining the fan-favorite characters. The series centers on up-and-coming CIA analyst Ryan, who is thrust into a dangerous field assignment for the first time. The one-hour, eight-episode dramatic series also stars Wendell Pierce as James Greer and Abbie Cornish as Cathy Mueller.

The commercial will seem much like a movie trailer, Benson said, and is set audio from historic political figures, including John F. Kennedy, Bill Clinton, Donald J. Trump, George W. Bush, Barack Obama and Ronald Reagan. Audiences will also hear a new version of the iconic Bob Dylan song “All Along the Watchtower” performed by Devlin featuring Ed Sheeran.

Carlton Cuse is executive producer and showrunner of the series

More TV

  • Beau Willimon Hulu The First

    Beau Willimon, Katie Cappiello to Produce 'Slut' Series Adaptation at Netflix

    Playwright Katie Cappiello is teaming with “House of Cards” creator Beau Willimon to bring an adaptation of her 2013 play “Slut” to the small screen. The show, titled “Grand Army,” is set up at Netflix with Odessa A’zion set to lead the cast. “Grand Army” follows five students at the largest public high school in [...]

  • How 'Catherine the Great,' 'Chernobyl' Challenge

    How 'Catherine the Great,' 'Chernobyl' Challenge the Hollywood Script on Russia

    Hollywood loves a good baddie, and for the last 50 or so years, a large proportion of those villains have been Russian. Take Ivan Drago (Dolph Lundgren), who killed Apollo Creed in the ring in “Rocky IV,” or Ivan Korshunov (Gary Oldman), who hijacked the President’s plane in “Air Force One,” or more recently the [...]

  • HBO Max Orders 'Crazy Rich Asians'-Style

    HBO Max Orders 'Crazy Rich Asians'-Style Docuseries 'The Ho's'

    HBO Max is continuing its content push with an order for a “Crazy Rich Asians” inspired docuseries. Titled “The Ho’s,” the eight-episode half-hour series hails from Lionsgate TV and plunges viewers into the over-the-top world of the Ho’s, a Vietnamese immigrant family who built a multi-million dollar bank, a real estate development company and a [...]

  • Fox Corp Names AMC's Yoel Flohr

    Fox Corp Names AMC's Yoel Flohr Executive VP of Technology, Digital

    Fox Corporation has hired Yoel Flohr as executive vice president of technology and digital, Variety has learned He will report to Fox Corporation chief technology officer and president of digital Paul Cheesbrough. In his new role, Flohr will lead the digital product portfolio for Fox Entertainment, overseeing existing digital products and relationships, including Fox Now. [...]

  • Monica Lewinsky

    Monica Lewinsky to Produce Documentary ‘15 Minutes of Shame’ for HBO Max

    Monica Lewinsky has teamed with “Catfish” co-host and producer Max Joseph to produce “15 Minutes of Shame,” a documentary for HBO Max about the culture of public shaming. “15 Minutes of Shame” is described as a look at people from around the world who have been caught up in a situation that involved public criticism [...]

  • 'Riverdale' Team Sets Drama Pilot at

    'Riverdale' Team Sets Drama Pilot at HBO Max

    “Riverdale” Roberto Aguirre-Sacasa and two of the show’s writers have set up the drama “The Shelley Society” at HBO Max with a pilot order, Variety has confirmed. The project follows a young Mary Shelley and a band of her fellow Romantics, including Percy Bysshe Shelley and Lord Byron, as they battle supernatural threats, including the [...]

More From Our Brands

Access exclusive content