Drake has already been announced as the headline performer at Time Warner Cable and Revolt’s private pre-Super Bowl party, to be held Saturday, Feb. 1 in New York’s Meatpacking District. But the rapper will be making another appearance tied even closer to the big game that weekend, as one of the stars of Time Warner Cable’s Super Bowl commercial.
Following recent ad buys starring Ricky Gervais in 2012 and a spot with “The Walking Dead”’s Norman Reedus in 2013, Time Warner Cable will feature Drake as the star of its 2014 Super Bowl campaign.
Jeffrey Hirsch, Time Warner Cable’s exec VP and chief sales and marketing officer, declined to share creative details of the Drake spot, but says of working with Drake, “He’s not just a phenomenal performer, but a phenomenal actor. I got to watch him at the shoot, and he can really act. He’s gonna be even bigger for many years to come.”
Ad rates for the game continue to soar as ratings for the telecast average upwards of 110 million viewers. The average cost of a 30-second spot has reached rates as high as $4 million, according to Advertising Age estimates.
Time Warner Cable is also making its first pre-Super Bowl event push, as New York City is one of the first markets in recent years to reach the cable company’s customers. The events will be held in a spacious studio on 14th Street in the Meatpacking District for four days starting Wednesday, Jan. 29.“It’s our home market, and we felt as one of the major corporations in New York City and unofficial hosts of the Super Bowl, to make sure that our brand and company is front and center for the city,” says Hirsch.
Time Warner Cable’s Super Bowl Week events will kick off Jan. 29 with Showtime and Food Network’s Ultimate Tailgate Experience, featuring exclusive tasting experiences from celebrity chefs from “Chopped” and appearances by Showtime sports talent. January 30 brings Fox Sports 1’s Thursady Night Super Bash, hosted by Michael Strahan and Erin Andrews and a special performance by Kings of Leon. Tickets for the show will be available to fans who follow @TWC January 11 through 13 and retweet for a chance to win entry. January 31 will play host to Magic Johnson’s Aspire Network’s Ultimate Super 70s Party, featuring a live performance by the O’Jays.
The Drake concert, on Saturday Feb. 1 whose Revolt TV will host and kick off a new live music series from the space as well. Additional music guests that night will include DJ Funk Flex and DJ Ross One, with free drinks provided by Diddy’s ventures Aquahydrate and Ciroc. Customers can enter to win a pair of tickets by retweeting @TWC between January 14 and January 17.
*Correction appended: A former version of this story claimed Diddy was performing at Drake’s Feb. 1 concert which was innaccurate.