‘The Mandalorian and Grogu’ Super Bowl Spot Offered Little New Footage

A new Star Wars movie will premiere in a little over three months, but its marketing has been unusually spare. The Mandalorian and Grogu’s Super Bowl spot leaned on mood and character beats rather than offering fresh action or substantive new footage. Rather than a cinematic trailer, the ad paid homage to classic Budweiser spots, showing Din Djarin and Grogu in a tauntaun-drawn carriage across a snowy landscape.

Grogu briefly takes the reins in a symbolic moment, but the clip supplies few concrete clues about the film’s plot and barely registers as a conventional movie advertisement. That restraint is risky for a project that grew out of television; while The Mandalorian series is one of Disney+’s strongest Star Wars entries, Season 3 was the weakest so far.

The film has not clearly demonstrated how it will differ from the series, and the campaign has largely relied on character recognition rather than creating urgency for a theatrical experience.

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