Star Wars is supposed to be returning to the big screen in a few months with The Mandalorian and Grogu, but after the latest railer, fans are wondering if the marketing geniuses at Disney and Lucasfilm even know what they’re doing. Let’s just say Sunday’s Super Bowl appearance didn’t exactly inspire confidence. Instead of showing new footage from their first Star Wars film since 2019’s The Rise of Skywalker, they released what looked like a parody commercial, complete with Sam Elliott’s unmistakable drawl. Fans expected a trailer. What they got was a parody of a Budweiser commercial.
Viewers who tuned in hoping for an early look at Din Djarin and Grogu’s next adventure were greeted with what felt like a clever idea cooked up by a marketing team that was far too proud of itself. The ad mimicked classic Super Bowl commercials, but instead of offering details about the story or big screen visuals, it leaned on nostalgia and self-awareness. Most people shrugged. Some were annoyed. Many just said it was “not what they promised.” Who thought this was a good idea?
Take a look:
The Mandalorian and Grogu | A New Journey Begins | In Theaters May 22
Disney’s executive VP of creative marketing tried to explain the 30-second spot, telling 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.” In other words, they went for “cute” instead of “cinematic.”
Of course the reliably shills were screeching their full throated defenses, to appropriately ample mockery.
He’s shilling too hard.
— Brandon the Awesome (@SonicFront70231) February 11, 2026
Lucasfilm’s marketing brand lead, Ryan Stankevich, backed that up, saying their 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.” That’s marketing-speak for “we thought it would go viral.” It didn’t. Maybe if it were a cross-promotion for something else it would have, but this landed with the thud of a frozen tauntaun.
The backlash that followed demonstrates how many Star Wars fans aren’t interested in “fun” goofy concepts. They wanted some proof that a movie based on a TV series that had one of three good seasons, even deserves a theater release instead of just another Disney+ season. Getting a wink at Super Bowl with some memberberry nostalgia wasn’t it. Fans expected new movie footage, and all they got was a short ad with two characters and a familiar, recycled Star Wars creature, selling something that didn’t feel like a movie at all. What the heck was that?
Dave Cullen echoed the general reaction to it:
Who Thought This Was a Good Idea?
The Mandalorian and Grogu is scheduled for release on May 22, 2026. If early reactions are any sign, this film might already be fighting an uphill battle. Even the (likely) corporate enforced silencing of a generally political Pedro Pascal hasn’t seemed to help either, and at this point, only a surprise return from Gina Carano could stir up any real buzz. Disney may soon scramble to rebuild hype, because if the goal of the Super Bowl spot was to remind audiences why they should care about Star Wars again, it didn’t work. Instead, it reminded them why so many stopped paying attention in the first place.
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