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Yahoo is making its return to advertising’s biggest stage with a Super Bowl campaign starring none other than award-winning actor Bill Murray.
Developed by creative agency American Haiku, "Email Bill" invites viewers to connect directly with the comedy legend through email, live responses, and a multi-part short story.
The efforts are marked by a series of spots and a 15-second hero commercial airing in top local markets during the game, where Murray asks those tuned in to the Super Bowl to write to him at BillHimself@yahoo.com.
This latest initiative marks Yahoo’s first Big Game ad since 2002.
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Yahoo CEO Jim Lanzone emphasized the uniqueness of the brand's return to the Big Game after over two decades in a statement:
"The beauty of this campaign is how it brings together Bill's legendary storytelling and improvisation with the simplicity of email to create something entirely new."
The CEO continued, saying that with Yahoo turning 30 this year, the company is inviting everyone to be part of an adventure that could only happen with the acclaimed actor.
"We’re also celebrating achieving the impossible: getting Bill to check his email," he added.
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Meanwhile, Yahoo Chief Communications Officer Sona Iliffe-Moon expounded on the concept and goals of the campaign:
"We're taking an unexpected approach with this ad: minimal branding, maximum surprise. You’ve got to take a risk to make something truly authentic and memorable.
We hope viewers will do a double-take and it will spark conversation. We’re aiming for an entire evening of engagement rather than just a single moment during the game."
By combining brand storytelling with Murray’s signature humor, the digital platform creates an immersive experience that stands out in a crowded Super Bowl ad space.
And by leveraging celebrity and influencer marketing, even partnering with popular Instagrammer Dude With Sign, Yahoo's campaign fosters direct engagement with audiences in a way that feels both personal and unexpected.
It seems to be working, with the video already amassing over 7.8 million views on YouTube just 18 hours after posting.
Billhimself@yahoo.com also received almost 150,000 emails within the first two hours of the commercial airing.
Shoot Bill an Email
Directed by Walid Labri of production company Love Song, the spot sees Murray looking into a mirror and seeing a furrier version of himself.
Breaking the fourth wall, he turns to the viewers and asks, "Have you ever looked in the mirror and not seen yourself?"
Then, the actor reveals an email address — BillHimself@yahoo.com — inviting everyone to write to him.
All the while, the reflection of himself in the mirror behind him shows a dog mimicking all his movements, sparking intrigue among viewers.
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After the commercial aired, fans were able to email Murray and follow a short story told in three parts, featuring original videos and photos.
Throughout the night, Murray was also live on Yahoo.com and Yahoo Sports, responding to select emails in real time.
The campaign arrives ahead of Yahoo’s 30th anniversary on March 2, serving as a celebration of the platform’s long-standing influence in digital communication.
Similarly, GoDaddy made its Super Bowl return after an eight-year hiatus with a spot starring Walton Goggins.
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