Super Bowl 2021: Australian duo behind ad starring Hollywood actor Maya Rudolph

Star power at the Super Bowl isn’t just reserved for the halftime show – it’s also about the ads. And this year’s featured one made by Aussies.

When it comes to the Super Bowl, the big budget TV ads command almost as much attention as the actual game.

This year’s telecast of the NFL final featured a 30-second commercial dubbed “tiny cowboys” that was created by Australians and starring Hollywood actor Maya Rudolph.

Sydney brothers John McKelvey and Luke McKelvey – who co-founded American creative agency, Mirimar – were behind “The Four Quarter-Sized Cowboys” commercial for Swedish finance firm, Klarna.

“The Super Bowl is the biggest stage there is,” the siblings told AdNews. “It’s a big moment for our team and of course there’s an extra push when you know it’s going to be seen by hundreds of millions of people.”

Bridesmaids actor Maya Rudolph stars in a Super Bowl ad for Klarna produced by Australians. Picture: Klarna

Maya Rudolph plays four ‘cowboy’ characters in the big budget ad. Picture: Klarna

“There’s a lot of eyeballs, competition, expectations, celebrity talent. It’s a big milestone for brands, and we are always excited and motivated to create a real breakthrough moment,” they added.

The ad – which screened during the fourth quarter – features four characters all played by Bridesmaids star Rudolph, promoting the global shopping and payment service.

“The task was to simply tell people the clear product benefit, on the world’s biggest stage,” the McKelvey brothers told industry publication AdNews.

“It’s a single, simple proposition, that can be easily understood. There’s no difficult brain-pretzels to sort out.

“So let’s shrink down the beloved Maya Rudolph and have the four quarter-sized cowboys, on their four quarter sized ponies, buy one magnificent pair of boots in four payments.”

The Wild West-themed Super Bowl ad for Klarna was produced by Australians. Picture: Klarna

A scene from The Four Quarter-Sized Cowboys Super Bowl commercial. Picture: Klarna

This Super Bowl ad featured a western theme. Picture: Klarna

The Sydney-raised pair founded Mirimar Creative Group, described as being based in LA and New York, where Luke McKelvey is creative director and John McKelvey is chief creative officer.

The NFL championship – aka the Super Bowl – attracts a global TV audience of more than 100 million.

A 30-second ad TV spot reportedly costs $US5.6 million ($A7.3 million), making it the most lucrative ad space in media.

About 50 commercial air during this year’s broadcast, which featured a halftime show led by Starboy singer The Weeknd.

The Weeknd performed during the Super Bowl LV Halftime Show at Raymond James Stadium in Tampa, Florida. Picture: Getty Images

The Weeknd pictured on stage at the Super Bowl, which boasts a $US 5.6 million price tag per commercial. Picture: Getty Images

Though Super Bowl LV had some notable absences due to business sensitivities around the COVID-19 pandemic. “Some long-time advertisers are opting-out of this year’s Super Bowl LV, including veteran players like Coke and Pepsi,” CBS News reported.

“Brand experts note that advertisers who will appear in the game may need to walk a fine line with their messaging.”

“Going to the Super Bowl means you are speaking to an audience of 100 million or more – you have to make sure you don’t convey an unintended message, that you don’t hit an iceberg along the way,” Northwestern University business professor Derek Rucker told CBS News.

“There is some trepidation on the side of advertisers – I think they are right to be cautious.”