SVEDKA is making Super Bowl history with its first-ever Big Game commercial and Mark Ballas is front and center in the excitement. The Dancing With the Stars champion is partnering with the vodka brand as it brings back its iconic Fembot (after a 12-year hiatus!) and introduces her chrome new counterpart, the BroBot, in a bold, AI-powered spot airing shortly after halftime.
To celebrate the campaign, SVEDKA is launching a nationwide dance contest, and Ballas, 39, is helping spread the word. In an exclusive interview, the three-time Mirrorball winner opens up about why he signed on, what fans can expect from the futuristic ad that'll air during Super Bowl LX, and his advice for anyone brave enough to submit choreography for a chance to be featured in the commercial and win $10,000.
"What really excited me about this campaign is that it celebrates dance as something universal, something that belongs to everyone," Ballas shared via email.
"The idea of teaching VEDKA’s Fembot to dance is fun, of course, but underneath that is a message I love: movement is one of the most human things we do. It’s expression, it’s identity, and it’s joy. Partnering with a brand that wants to open that experience up to the entire country felt like a natural fit."
The 'DWTS' pro describes the vibe of SVEDKA's upcoming Super Bowl ad
"I can’t say much at this stage, but can promise this: it’ll be bold, futuristic, and full of energy," the three-time Mirrorball Champion revealed.
"Fans can expect something visually striking, rhythm-driven, and filled with the kind of spirit that makes you want to jump in and dance yourself."
To get America involved, the vodka brand is launching a nationwide contest inviting adults 21+ to choreograph an original dance for the Fembot. One winning creator will not only see their moves featured in the Super Bowl ad but also take home $10,000. Entries are open on Instagram and TikTok from Dec. 3–14, judged by Victoria Justice.
"The submissions that stand out are the ones where people let themselves be fully seen," Ballas explained. "Technique can be impressive, but authenticity is unforgettable. When someone taps into their own style, whether it’s polished or playful, that’s when dance becomes art. I’m looking forward to seeing submissions from people who aren’t afraid to let the music move them!"
For people who want to enter the contest but don’t consider themselves dancers, what’s your best advice?
"Dance isn’t about labels; it’s about connection and confidence," Ballas told Parade.
"You don’t need years of training to express something meaningful. Start with movement that feels natural in your body, let the music guide you, and allow yourself to enjoy the moment. When you focus on expression and authenticity, instead of perfection, everything shifts."
"Often people think they need to perform for the camera rather than through the camera," he said.
"Give yourself space, find clean light, and let the camera be the window into your emotion and presence. When your movement and your intention are aligned, the viewer feels it immediately."
How Mark Ballas takes his martini
Being a Super Bowl ad for a vodka brand, we had to ask Ballas how he takes his martini (or what his go-to drink is).
"I always have an umbrella in my drink," Ballas shared. "I’m usually a lychee martini or a watermelon martini guy. Something fruity, or a Moscow Mule."
Fans age 21+ can submit their best unique dance moves for a chance to see them in SVEDKA’s Super Bowl commercial and win a cool $10,000 cash prize for providing the winning routine.
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