The Super Bowl is an advertiser’s dream. A captive audience of nearly 130million consumers tuned in to watch Seattle’s victory over New England and watched Bad Bunny’s halftime show.
It’s the most-watched sporting event in the biggest market in the world. It’s why the biggest brands in the world compete every year to pay up to $10 million per 30 second slot. And that’s before you’ve splashed out on the celebrity endorsement: Sabrina Carpenter making a boyfriend out of Pringles, check; Chris Hemsworth arguing with Alexa, done.
But what if your business doesn’t have a marketing budget equivalent to the GDP of a small nation? How do you cut through the noise to compete with the big boys?
Creating a viral mystery
Step forward the creative team at indie film producers Angel Studios (more on them later).
As the cameras panned across Levi’s Stadium on Super Bowl night – lingering on celebrities including Justin and Hailey Bieber, Jay-Z and Chris Pratt – they landed on a suited Kevin James seated by himself in the grandstand, surrounded by empty seats, looking downcast and holding a bunch of white flowers.
As the forlorn image appeared on the Jumbotron, the crowd turned to film the unusual scene and soon the internet was asking “why is Kevin James looking sad at the Super Bowl?”
@2000snostalgiatok Kevin James is going viral after being spotted at the Super Bowl holding flowers, sitting alone, and appearing visibly emotional in the stands. Fans immediately began speculating that his date may have flaked on him right before kickoff, with many online wondering what could have happened for the actor to be sitting by himself on the biggest night in sports. The moment unfolded during Super Bowl LX, held on February 8, 2026, at Levi’s Stadium in Santa Clara, California, where the Seattle Seahawks faced off against the New England Patriots. While the Seahawks controlled much of the game and ultimately defeated the Patriots, the on-field action briefly took a backseat as cameras and fans focused on Kevin James’ quiet, emotional presence in the crowd. What looked like a heartbreaking personal moment quickly became one of the most talked-about scenes of the night — both inside the stadium and across social media #celebritynews #kevinjames #sad #superbowl #nfl
You don’t need a big budget
The scene, as it turned out, was a PR stunt, the culmination of a brilliantly executed marketing campaign to promote Angel Studio’s new movie Solo Mio. The movie sees James play Matt Taylor, a teacher who gets stood up at the altar and is stranded in Rome on his honeymoon.
Months before the film’s release, social media accounts belonging to Matt Taylor started to appear, chronicling his life as a teacher and preparing for his wedding, attracting thousands of followers and generating buzz for the movie.
For those of you who aren’t familiar with the Mall Cop actor, he’s no A-list star. Yet this genius piece of PR proved that you don’t need a big name or a big budget to get people talking. In the social media age, clever beats cash every time.
But have all the good PR stunts been done before?
Personally, I love a PR stunt. As a creative professional, nothing beats nurturing an idea into a concept into an exciting reality – and generating buzz for your brand.
There are those who will argue that the stunt is passe (and yes, it is if you’re planning to float something down the Thames) and that credibility and reputation are earned over time. And while I agree with the sentiment, I still believe that a well-executed attention-grabbing moment is a brilliant tactic to spark buzz, start a conversation and land media coverage.
Like the Kevin James moment, a memorable stunt can reach a global audience within minutes, amplified by journalists, influencers, and the public alike.
Whether it’s Superman at the Shard, the Mummy Pig pregnancy announcement, M&S’s strawberries and cream sandwich in time for Wimbledon or Aldi’s Lewis Capaldi stunt, they are the moments that get us talking, leaving a lasting impression that traditional ads rarely achieve.
The audience loves an underdog
I also love this story because it’s a classic story of the underdog. Angel Studios is a tiny studio compared to the Big Five, so called because its angel investors use equity crowdfunding to finance original, “values-based” entertainment – a breath of fresh air in Hollywood. And the movie? Sole Mio opened at number two at the box office in North America and has scored 80% on Rotten Tomatoes, James’s highest rated film.
Written by: Adrian Jones
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