Disney Scrambles After ‘Mandalorian & Grogu Super’ Bowl Trailer Confuses Fans

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Disney and Lucasfilm are facing criticism for their Super Bowl commercial for The Mandalorian & Grogu. Many viewers found the ad confusing, particularly considering how important the show is to fans.

This film marks the return of Star Wars to cinemas after a seven-year gap, following 2019’s The Rise of Skywalker. Its debut during the Super Bowl was considered crucial for its success.

Rather than being excited, many online fans expressed frustration with the new Star Wars ad. They felt it looked more like a general commercial than a preview for the upcoming movie.

Fans Say Lucasfilm Had To Explain The Ad

As a big film fan, I noticed things got really tense after Variety published an article that a lot of us felt was trying to spin things in a positive light. Instead of just letting the trailer or clip speak for itself, it felt like the folks at Lucasfilm and Disney were stepping in to tell us what we were supposed to think about it, and that rubbed a lot of people the wrong way.

According to Disney’s Jackson George, Grogu, the character from ‘The Mandalorian,’ has become a major cultural icon. He explains that Grogu adds a sense of fun, joy, and emotional connection to the show, making him instantly lovable. The recent Super Bowl commercial was designed to highlight how much fans adore these characters and to remind everyone of the excitement and heart that define ‘Star Wars,’ while also giving a glimpse of what audiences can expect when Grogu and the Mandalorian reunite in a new film.

Ryan Stankevich, a marketing lead at Lucasfilm, explained that the team developed a special commercial idea inspired by memorable Super Bowl ads from the past. He said it successfully showed the heartwarming, funny, and touching relationship between the characters, making it a great way to build excitement for their movie release this summer.

Many viewers felt that if a Super Bowl ad needed explaining, it simply wasn’t effective. If the message wasn’t immediately clear, the ad had failed to connect.

StarWars.com Also Breaks Down The Concept

Adding to the discussion, an article on StarWars.com revealed the commercial was designed as a tribute to iconic Super Bowl commercials. It explained that Din Djarin and Grogu were recreating the feel of classic ads featuring the Budweiser Clydesdales, but with tauntauns instead of horses, as they journey through the snow.

Instead of being a smart reference to classic ads, the attempt confused many viewers. This was a gamble for the franchise, which is trying to become successful in theaters again.

Social Media Reaction Turns Harsh

The reaction to the new Star Wars trailer on X (formerly Twitter) was overwhelmingly negative. One user perfectly captured the feeling, stating that Disney and Lucasfilm spent a lot of money on a Super Bowl ad for their new Star Wars movie—the first since The Rise of Skywalker—but the ad was so confusing that the head of marketing had to explain what it was even about.

Dedicated fans aren’t worried about a single ad; they’re questioning if Lucasfilm realizes how much excitement there is for The Mandalorian & Grogu. They wonder if relying on familiar elements, symbolism, and Grogu’s appeal will be enough to draw viewers back to the cinema after a seven-year gap.

The Super Bowl ad has had an unusual effect for a movie campaign: it’s generated discussion about the ad itself, instead of building anticipation for the film.

The Mandalorian & Grogu hits theaters on May 22nd, directed by Jon Favreau.

Watch the spot:

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2026-02-10 05:32