Svedka is letting consumers take a shot at making its next Super Bowl commercial after its AI-generated debut drew criticism in 2026.
The Sazerac-owned vodka brand is offering $500,000 to the creator of a winning 15-second ad for its new SVEDKA Vodka Water.
Television host and executive producer Andy Cohen will help judge submissions.
The contest marks a new approach to creative sourcing for a brand whose previous Big Game commercial was developed in-house with AI production studio Silverside.
"We're proud of what we accomplished in 2026, but we heard plenty of people say they could do a better job," said Sara Saunders, group president and CMO at Sazerac in a press release.
Entries are open to eligible U.S. residents aged 21 and older through Dec. 1, 2026.
Svedka will provide free digital creative assets, so participants do not need to buy the product or obtain a physical can.
The winning concept could become Svedka's official Super Bowl commercial on Feb. 14, 2027.
This time, the brand is giving the critics a chance to demonstrate what they can produce while keeping control of the final selection.
Svedka Takes Its 2026 AI Ad to the Crowd
Svedka's 2026 Super Bowl debut used a 30-second commercial featuring its robot mascots, Fembot and BroBot.
The commercial used generative AI to bring Fembot back to advertising after a 12-year hiatus.
Human performances and creative direction informed the robot's movements.
It also invited consumers to contribute dance moves through a social media challenge featuring actress Victoria Justice.
The 2027 contest expands public participation into the creative concept and commercial strategy.
Entrants must submit an original 15-second ad featuring SVEDKA Vodka Water.
Submissions can use AI, live action, animation, or other production methods.
Svedka will provide brand assets to help creators produce their entries.
The product gives the contest a defined commercial objective.
SVEDKA Vodka Water launched nationwide in June 2026 in four flavors, with 90 calories, zero sugar, and zero carbs.
Cohen will help Svedka assess the entries for entertainment value, memorability, and conversation potential.
The brand has not identified a production partner for the winning commercial. It also has not confirmed whether Silverside will return.
It prioritizes consumer creativity while leaving Sazerac responsible for choosing the work that represents its brand.
Svedka’s Sales Rose 29% Despite a 53rd-Place Ad
Svedka's first Super Bowl commercial offers an interesting measure of how creative reception and commercial performance can diverge.
The 2026 spot ranked 53rd among 54 commercials in USA Today's Ad Meter, with 39% of voters giving it one star.
Shanken News Daily reported that Svedka's sales volume increased 29% over the 52 weeks ending September 6, 2026, according to Circana data.
These figures suggest the campaign period coincided with strong commercial momentum.
Three lessons stand out for agencies assessing consumer-led creative campaigns.
- Controversy does not guarantee lost sales: Brands should track sales and awareness to measure campaign impact. Svedka’s 2026 spot ranked 53rd of 54 on USA Today’s Ad Meter, yet its sales volume rose 29% over the 52 weeks ending in early September, according to Circana data.
That period also included the June launch of SVEDKA Vodka Water, so comparing results against other launches in the same window shows how much the ad itself moved. - Consumer participation expands creative reach: Teams should invite audiences to contribute content and generate engagement. Svedka is inviting the critics of its 2026 ad to make the next one.
Doritos ran a similar contest for a decade, and its fan-made Super Bowl ads reached Ad Meter’s top five every year from 2006 to 2016, according to PepsiCo. - Creative freedom needs guardrails: Agencies should set clear brand and product requirements to keep submissions on brief.
Svedka requires a 15-second spot featuring SVEDKA Vodka Water and keeps the final pick with its judges, including Andy Cohen. Its free toolkit of product images also keeps every entry on brand.
Svedka's ad strategy gives creators room to experiment while keeping the product and Fembot central to the creative.
Our Take: Who Benefits From a $500K Creative Contest?
A $500,000 prize gives one creator a substantial paid opportunity.
Every other entrant submits finished creative without guaranteed compensation.
This raises familiar questions about speculative work in advertising.
Svedka's prize gives the competition a meaningful financial incentive.
But the terms governing unsuccessful submissions deserve scrutiny, particularly around IP and future use.
We should assess the contest by the rights creators retain and the opportunities Sazerac offers entrants.
If more brands adopt this model, agencies may face greater pressure to demonstrate the value of strategy, production expertise, and long-term creative partnerships.
Svedka's 2026 production also illustrates how specialist studios contribute to AI-led advertising.
Brands planning consumer-led campaigns need creative partners who can use audience participation for commercially effective advertising.
Explore these top advertising agencies on DesignRush.
