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Hard Rock builds on momentum of first Super Bowl ad

HOLLYWOOD — The Super Bowl took place at Hard Rock Stadium in Miami Gardens on Feb. 2 in front of more than 65,000 spectators. About 102 million people watched the game on television, too.

The viewer numbers include those who watched it on FOX, FOX Deportes (in Spanish) and on live streaming services. It was a 4% increase over last year’s Super Bowl.

That reach doesn’t take into account other online components and a huge social media presence.

In addition, software company Salesforce said the Hard Rock logo was one of the top five that were seen throughout the broadcast. The others were the NFL, San Francisco 49ers, Kansas City Chiefs and Nike.

Jennifer Lopez appears in an ad for the Seminole Hard Rock Hotel & Casino Hollywood that aired during the Super Bowl broadcast on Feb. 2. (Hard Rock Super Bowl ad)

Hard Rock International and the Seminole Tribe (its parent company) bought the naming rights to the stadium in 2016.

It was all welcome news for Hard Rock and the Tribe who also ran its first Super Bowl commercial just before the game’s halftime show.

The ad featured celebrity Jennifer Lopez and the Guitar Hotel at the Seminole Hard Rock Hotel & Casino Hollywood.

Hard Rock officials did their best to keep the buzz and momentum going after the ad was aired and the game was over.

Immediately following the ad’s premier, Hard Rock released a two-minute extended version of the commercial, called “The Hype.” The version that played during the Super Bowl was one minute long.

Hard Rock International Chairman and Seminole Gaming CEO Jim Allen shows a preview of the commercial during the press conference.

The commercial can be viewed on YouTube by entering “Hard Rock The Hype” in the search engine.

A few days after the game, on Feb. 13, the Hard Rock also launched a new light show – which played four times – at the Guitar Hotel. During the show, a mashup of six hit songs by Lopez was played.

The Guitar Hotel already has a regular light show that shows off its specialized LED lights that are built into its exterior. The lights are programmed to change color and intensity and are choreographed to different songs.

Items used in the commercial by celebrities, including Steven Van Zandt, of the E Street Band, and Jennifer Lopez, were donated to the Hard Rock. (Photo Damon Scott)

Six high-powered beams of light are also projected about 20,000 feet into the sky – mimicking the strings of an imaginary guitar neck.

Meanwhile, the Guitar Hotel was the focus of even more attention after the Super Bowl when musician and rapper Pitbull released his latest music video which used it as a backdrop.

The hotel and the casino were featured in his “Get Ready” video, which also included an appearance by country artist Blake Shelton. The video can also be viewed on YouTube.

Seminole Tribe Chairman Marcellus W. Osceola Jr. speaks Jan. 29 at a press conference for Hard Rock’s Super Bowl ad. (Photo Damon Scott)

Much of the video was filmed at one of the hotel’s pools and on the balcony of one of its suites.

There are daytime and nighttime aerial shots of the massive 450-foot high structure, too. Pitbull even mentions the Hard Rock in his lyrics.

Pitbull was also featured in the Super Bowl ad with Lopez. They were joined by Alex Rodriguez, Steven Van Zandt, DJ Khaled and others.

Damon Scott
Damon is a multimedia journalist for the Seminole Tribune. He has previously been an editor and reporter for digital and print media in Florida and his home state of New Mexico. Send him an email at