Lionel Richie Refuses to Quote His Hit In AmeriTrade Super Bowl Commercial

Dirk Vanoucek
Lionel Richie

In the first celebrity cameo commercial of Super Bowl LII, Lionel Richie appeared in an ad to talk about how AmeriTrade lets you trade day or night. One might say it allows you to trade “All Night Long,” much like his 1983 hit, but Richie would not be that person, resisting the easy joke in his Super Bowl commercial despite the prodding of two other guys. Richie’s workarounds: “All night through its entirety,” “From darkness to light” and more.

Watch below.

Super Bowl 52