Starlink invites fans to create Super Bowl ads using Grok AI

The fan-made ad initiative

Starlink has officially opened a window for the public to design its next Super Bowl advertisement. Rather than hiring a traditional agency, the company is asking its audience to use Grok Imagine, an AI video generation tool, to produce the content. As Cosmic Book News reported, the goal is to let fans create their own takes on the brand.

Participants are invited to dream up and share original 30-second ads in English. The company is looking for creative storytelling that highlights what the satellite internet service actually does for users. These ads can depict the service being used at home or while people are on the go.

The company clarified that this is a content call rather than a formal contest. This means that while some submissions might be featured during the big game, there is no guaranteed airtime for any participant. Additionally, there is no cash prize offered for the winning entries.

Rules for AI creation

To participate, individuals or teams aged 18 and up in the United States must use Grok Imagine to build their videos. The rules are strict regarding the content of these AI-generated clips. Creators are prohibited from using the names, faces, bodies, or voices of real people, including celebrities and professional athletes.

The guidelines also forbid the use of copyrighted music, characters, or logos that the creator does not own. However, the company does allow for the use of any editing tools and any sound, voice, or images that the participant already owns the rights to. This creates a specific boundary for what can be legally and creatively produced.

To enter, users must complete two specific steps. First, they need to post their video on X with the tag "Big game @Starlink ad." Second, they must fill out a submission form on the official Starlink website by the deadline.

Judging and broadcast details

Starlink has outlined three specific criteria for selecting which fan-made ads might make the cut. They will be looking for high-quality storytelling and a sophisticated use of the Grok Imagine tool. Most importantly, the ad must accurately represent the actual functions of the Starlink service.

If a fan-made video is selected, it could potentially air during Super Bowl LXI. This specific event is scheduled for February 14, 2027, and will mark the first time ESPN broadcasts the game. The broadcast is set to stream on the Disney+ platform.

This marks a shift from previous years where X paid out significant sums for Grok Imagine videos. Last February, X paid out $1 million, $500,000, and $250,000 for top videos. This year, the primary payoff is the opportunity for the fan's work to be featured on a major broadcast.

The broader AI strategy

This project appears to be part of a larger strategy to unleash fans to create content using AI. Insiders suggest that this is a precursor to allowing people to create their own versions of popular intellectual properties. The company wants to see how the public interacts with these tools to build new narratives.

The business side of this strategy is also evolving as Elon Musk's interests in the film industry grow. Musk currently holds a stake in Skydance valued at approximately $1 billion. There have been ongoing talks regarding a potential Starlink output deal with the studio, which could influence how AI content is distributed.

The current ad project serves as a test for this broader vision. Once the mechanics of fan-made ads are established, the next step may involve fans creating content for movies and shows. The company is essentially testing the waters to see if the public will embrace AI-generated media as a standard form of entertainment.