'Hive Global Girl Group' Cats Eye Appears in U.S. Super Bowl Advertisement

*This content was translated by AI.

Girl group KATSEYE has been selected as a brand advertising model for the Super Bowl, the largest sports and pop culture event in North America.

According to Hive and Geffen Records on the 4th, KATSEYE (Daniela, Lara, Manon, Megan, Sophia, and Yoon Chae) will appear in campaign advertisements for global insurance brand State Farm, which is scheduled to be sent out during the broadcast of the U.S. NFL championship match on the 9th.

In the commercial, the six members are joined by actor Hailee Steinfeld and comedian Keegan-Michael Key. KATSEYE's performance to Bon Jovi's song "Livin' on a Prayer" was briefly released the day before on State Farm's official YouTube channel, drawing attention.

Last year's Super Bowl was watched by about 127.7 million people, including TV and streaming platforms in the United States. It is so influential that it is called the "flower of the advertising and entertainment market." According to foreign media reports including the Financial Times (FT), the highest unit price for 30-second Super Bowl ads this year exceeded $10 million for the first time in history, and the sales closed at the fastest pace ever.

Super Bowl advertising is read as a cultural signal that proclaims brand identity and value beyond promotional effects. Beyond simple topics, the brand's campaign messages are constantly re-consumed and discussed on online and social media. Following the Grammy Awards stage, KATSEYE stands out as it proudly established a place at the center of a mega-event involving the world's leading conglomerates and brands.

With KATSEYE's soaring popularity, love calls from famous local talk shows are also continuing. They will appear for the first time on NBC's "The Tonight Show Starring Jimmy Fallon," which will air on the 5th before the Super Bowl commercial on-air. On the program's official SNS, a video of Fallon's witty parody of KATSEYE's new song "Internet Girl" lyrics "Eat Zucchini (Eat Zucchini)" was posted, drawing expectations from fans.

KATSEYE is a team formed through the audition project "The Debut: Dream Academy" based on the "K-pop methodology," and is considered a representative success story of the "Multi-home, Multi-genre" strategy led by Chairman Bang Si-hyuk.

They are also gaining popularity on major global charts. "Gabriela" ranked 29th on the latest U.S. Billboard main song chart "Hot 100" (Feb. 7), succeeding in the 28th week. "Internet Girl" ranked 80th on the chart, up five notches from the previous week. It is the fourth consecutive week in which two songs have been added at the same time. The second EP, "Beautiful Chaos," ranked 56th on the main album chart "Billboard 200" and has been on the list for 31 consecutive weeks.

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*This content was translated by AI.