Drag queens from “RuPaul’s Drag Race” will be featured in a Sabra Hummus ad set to air during the Super Bowl, the first time drag queens will appear in a commercial during the football event, NBC News reports.
Sabra released a 15-second teaser of the ad last week. It features “RuPaul’s Drag Race” contestants Kim Chi and Miz Cracker.
“I hope this doesn’t give me helmet hair,” Miz Cracker says in the teaser of the ad, while trying to put a football helmet over her wig. Kim Chi is beside her dipping a cracker into a tub of Sabra hummus.
The ad also stars rapper T-Pain, as well as “Real Housewives of New Jersey” stars Teresa Giuidice and Caroline Manzo.
“We’re bringing a diverse group of personalities to the table and demonstrating just how incredibly versatile, relevant and relatable hummus is today. We think we’ve got something for everyone,” Jason Levine, chief marketing officer for Sabra, told AdWeek.
Bob Witeck, a marketing strategist who specializes in LGBTQ audiences, told NBC News the ad is “revolutionary.”
“For queer audiences, it is an art form and an ‘outsiders’ language,” Witek told NBC, speaking of drag. “Reaching the Super Bowl means taking our language into every home in the nation and millions around the world.”
The Super Bowl will take place on Feb. 2, between the San Francisco 49ers and the Kansas City Chiefs.
San Francisco 49ers coach Katie Sowers will make history as the first woman and openly gay person to be coaching during a Super Bowl.