Fitbit Users Are Sassy (and Sweaty) in the Brand’s First Super Bowl Spot

A smartwatch for every occasion

Headshot of Christine Birkner

Fitbit is advertising in the Super Bowl for the first time this year with a playful ad for the Fitbit Blaze, its fitness-focused smartwatch.

The spot, produced by Argonaut, flashes from people doing everyday activities to sweating through strenuous workouts, with Screamin' Jay Hawkins' song "Little Demon" as the soundtrack. The ad shows that the watch helps people reach their fitness goals while looking good doing it.

"One of the first things we learned in this industry is that fitness is personal—and if something isn't your style, you won't wear it," said James Park, Fitbit CEO and co-founder, in a statement. "With Fitbit Blaze, we pushed the boundaries of what's possible to create a beautiful, versatile device that can be customized to fit your personal style, while packing a powerful fitness punch to help you reach your goals."

Fitbit, like other tech startups, has recently embraced traditional advertising, launching a campaign from Argonaut before filing its IPO last year.


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@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.