Disney and Lucasfilm are taking heat after releasing a Super Bowl spot for The Mandalorian & Grogu, with fans criticizing the commercial for being confusing, especially given the stakes.
The film will be the first Star Wars movie released in theaters in seven years, following 2019’s The Rise of Skywalker, and the Super Bowl audience was seen as a make-or-break moment.
However, instead of excitement, much of the online reaction has been frustration, with fans questioning why a big-game ad for the return of Star Wars to theaters felt more like a vague brand commercial than a movie teaser.
Fans Say Lucasfilm Had To Explain The Ad
The criticism intensified after Variety published an article that many fans felt read like damage control. Rather than letting the spot speak for itself, Lucasfilm and Disney executives appeared to explain what audiences were supposed to take away from it.
Disney executive VP of creative marketing Jackson George told Variety: “Grogu is more than a character; he’s a pop culture phenomenon. Riding alongside the heroic Mandalorian, he brings lightness, humor, joy, and an instant emotional connection that transcends the moment. This Big Game spot celebrates how deeply we love and connect with these characters, reminds us of the fun, heart, and spectacle that defines ‘Star Wars,’ and offers a bite-sized promise of the experience audiences will get when they see these two beloved icons on the big screen.”
Another Disney executive, Lucasfilm’s marketing brand lead Ryan Stankevich, added: “Our creative and marketing team landed on a unique concept that gave a nod to classic Big Game spots of years past. It captured the warmth, humor, and emotional connection between these two beloved characters and was the perfect next step for our campaign as we lead up to their big screen debut this summer.”
For many fans, the problem was obvious: if the studio has to explain the meaning of a Super Bowl ad, the message didn’t land.
StarWars.com Also Breaks Down The Concept
Fueling the criticism further, an article on StarWars.com also spelled out the intent behind the commercial, explaining that Din Djarin and Grogu were paying homage to classic Super Bowl ads, replacing Clydesdale horses with tauntauns as they ride through the snow.
What was meant to be a clever nod to advertising history instead left many fans unsure what they had just watched, a risky move for a franchise trying to reestablish itself on the big screen.
Social Media Reaction Turns Harsh
Reaction on X was blunt, with one user summing up the sentiment: “Disney Lucasfilm spends millions on a Super Bowl ad to hype what is supposed to be the first Star Wars film in theaters since The Rise of Skywalker. The ad confuses their own audience so badly that the marketing lead has to step in and clarify what the ad even meant.”
For longtime fans, the concern isn’t just about one commercial. It’s about whether Lucasfilm understands how high expectations are for The Mandalorian & Grogu, and whether leaning on nostalgia, symbolism, and Grogu’s popularity is enough to bring audiences back to theaters after a seven-year absence.
Right now, the Super Bowl spot has done something few studios want from a marketing push, as it’s sparked debate about the marketing itself, rather than excitement for the movie.
The Mandalorian & Grogu hits theaters on May 22nd, directed by Jon Favreau.
Watch the spot:
