Singer-songwriter Willie Nelson is known for his legendary music, his long, red hair and his longtime support for the legalization of marijuana. This weekend Nelson will be advocating for the legalization of something a little different – comfort. He’s set to star in the Super Bowl LVI commercial in partnership with the shoe company, Skechers.
Surrounded by his many instruments, the set for this ad takes place his recording studio near his Luck Ranch in Texas, Nelson doesn’t directly mention cannabis, but it’s strongly advised to the viewers at home. To pull it all together, he introduces himself wearing his classic red bandana and a black t-shirt that has the word “Legalize” written across the front in bold, white letters. Now that marijuana has been legalized in several states across the United States, Nelson seems to be ready to move onto supporting his next cause, which apparently is comfortable shoes.
“Hi, I’m Willie Nelson. I fought for the legalization of the one thing that can bring comfort to millions – Skechers,” the country music icon says in the clip, which you can watch below.
The 30-second ad cuts to the “director” telling Nelson that Skechers aren’t illegal. Nelson argues that they are so unbelievably comfortable, it seems like “the man” would have made them illegal. He then learns that the shoes can actually be worn anywhere, and they aren’t “even a little” illegal.
The commercial ends with Nelson saying, “well pass the Skechers,” followed by an on-brand slogan fading onto the screen with the words, “Skechers Legalized Comfort” written across the blurred background.
Viewers who are familiar with the legendary artist and know about his not-so-secret love for marijuana are left to connect the dots of the predictable concept. Nelson even has his own cannabis company called “Willie’s Reserve,” which claims to embrace “this natural diversity and the wide range of effects cannabis creates.” Several of his products include a high five pack, ready rolls, flower boxes, vape cartridges and more.
“I can’t resist making an appearance during the Super Bowl,” Nelson said in a press release. “And I’m doing this because of a message we can all agree on—everyone deserves the right to feel comfortable. From the bus to the stage to a jog around the ranch, staying healthy and feeling good is how I can keep doing what I love.”
Skechers President, Michael Greenberg, said that the iconic country singer “is an American icon whose appeal knows no boundaries and a perfect fit for our new global campaign that begins at the Super Bowl.”
“He’s still on his feet doing what he loves best—entertaining the masses on tour, and now helping spread our comfort message along the way,” Greenberg said. “We know featuring Willie’s genuine personality and well-known passions in a pair of commercials will make an impression for the millions watching the game. Fans will remember that only Skechers offers innovative comfort technologies that are almost beyond regulation.”
Skechers, the well-known shoe company for all ages has had numerous commercials included in past Super Bowl Sunday’s. In previous ads, they have featured celebrities such as Kim Kardashian, former pro football players Howie Long and Tony Romo, former pro baseball player and manager Pete Rose, among many others.
This hilarious commercial is one of many that will be featured on screen this Sunday, February 13 ahead of the game. Other stars that will be featured in partnership with various brands include John Travolta, Dolly Parton, Miley Cyrus, Michael B. Jordan, Will Ferrell, Amy Schumer and plenty more.
A few days ahead of the airing of this commercial, Nelson released his new song “I’ll Love You Till The Day I Die,” which was penned by Rodney Crowell and Chris Stapleton. Listen to the new tune below.
“I’ll Love You Till The Day I Die” appears on the hitmakers upcoming new album, A Beautiful Time, a project that arrives on Nelson’s 89th Birthday (April 29).
According to a press release, “Among its many musical delights, A Beautiful Time introduces a variety of newly written future pop-country classics including five new Willie Nelson/Buddy Cannon compositions and contributions from some of Nashville’s finest contemporary songwriters. The collection also premieres Willie’s heartfelt and insightful covers of Leonard Cohen’s ‘Tower of Song’ and the Beatles’ ‘With a Little Help from My Friends.’”