Drag Queens to Make Commercial Debut During Super Bowl LIV

Published on January 28, 2020

For the first time, drag queens will appear in a Super Bowl advertisement during the game this Sunday.

RuPaul’s Drag Race contestants Kim Chi and Miz Cracker star in an ad for the Sabra hummus brand; Sabra released a 15-second teaser of the ad last week. The teaser, called “Helmet Hair,” shows Miz Cracker trying to put a football helmet over her huge wig, with Kim Chi watches her struggle. Miz Cracker then goes on to say, “I hope this doesn’t give me helmet hair.”

Along with the RPDR alumnae, the ad also features Real Housewives of New Jersey stars Teresa Giudice and Caroline Manzo, as well as rapper T-Pain. Sabra also released teasers for the ad, which are available on Sabra’s official YouTube page.

Jason Levine, Sabra’s chief marketing officer, expressed that the ad has something for everyone.

“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.”

Super Bowl LIV And The LGBTQ Community

The significance of the ad is greater than many may think. Having part of the LGBTQ community showcased in front of millions of viewers is huge, especially with a traditionally masculine sport such as football. However, as AdAge reported, many of this year’s Super Bowl ads are focused on diversity.

Bob Witeck, a marketing strategist specializing in reaching LGBTQ audiences, spoke with NBC News about the Sabra ad’s importance, calling it “revolutionary.”

“For queer audiences, [drag] is an art form and an ‘outsiders’ language. Reaching the Super Bowl means taking our language into every home in the nation and millions around the world.”

The Sabra advertisement is not the only representation of the LGBTQ community during this year’s Super Bowl. Katie Sowers, assistant coach of the San Francisco 49ers, made history as the league’s first female and openly gay coach to attend the championship match.

A Brief History About Drag

Maybe you clicked onto this article and did not know a thing about drag, and that’s okay! I will give you a quick rundown on what drag is all about.

Drag began mostly as an art form seen in a theater or underground setting. Dating back to the 17th century, only men were allowed to perform in theater productions of plays, so they had to act in both male and female roles. The term “drag” is said to have originated due to male performers discussing how their clothing would “drag” along the floor.

RuPaul Charles, known as the most well-known drag queen of all time, helped popularize and familiarize the world of drag. Since the premiere of his reality TV show, RuPaul’s Drag Race, drag has grown in to the form of art and entertainment it is today, allowing many to showcase their talents and truly be themselves. From RPDR to drag queen pageants to RuPaul’s DragCon, the world of drag continues to stay absolutely fabulous.

To see the historical ad featuring Kim Chi and Miz Cracker, be sure to watch Super Bowl LIV this Sunday at 6:30PM EST on FOX.

Lexi Jones is an award-winning journalist and Staff Writer at Grit Daily. Based in Las Vegas, she covers startup brands in entertainment, internet and LGBTQ+ startup news. She is also an editor of Grit Daily's "Top 100" entrepreneur lists.

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