Sam Adams’ Super Bowl ad features the Boston Dynamics robot



The ad will air in 13 TV markets, including Boston.

Sam Adams’ Super Bowl 2022 commercial features Spot, a Boston Dynamics robot. Boston Beer Co.

Your Boston Cousin, Meet Your Boston Robot: Boston Beer Co. will air a Sam Adams Super Bowl ad during the big game on Feb. 13, featuring Spot, a dog-like robot from Boston Dynamics alongside his usual pitchman, the clumsy “Your cousin from Boston.”

According to the Boston Business Journalthe Sam Adams Super Bowl commercial will air in 13 markets, including Boston, and will also air for viewers watching the Super Bowl via Verizon and Yahoo streaming.

In a teaser for the spot featuring the Sam Adams Wicked Party Pack, Your Cousin From Boston (played by Amesbury native Greg Hoyt) asks Spot to bring him a beer.

“I don’t have any treats,” Hoyt tells the robot after he pulls a beer into his hands. “Don’t beg.”

Besides the Boston TV market, the Sam Adams Super Bowl commercial will air in Buffalo, Charlotte, Chicago, Cincinnati, Cleveland, Detroit, Knoxville, Miami-Ft. Lauderdale, Myrtle Beach, Nashville, New York and Orlando, according to the BBJ.

Boston Dynamics has made headlines over the years for its captivating robot videos. The company (and Spot) have even appeared in a Super Bowl commercial before: in 2020, a commercial for Florida Power & Light showcased the work of the robot detecting damage to substations during significant weather events so that human lives are not endangered.

In addition to the dog-like robot featured in the Super Bowl commercial, other robots featured in videos released by Boston Dynamics include Atlas, a humanoid robot indulging in parkour, and a sprinting quadruped named WildCat.

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