Super Bowl adverts are already beginning to dominate conversation ahead of next weekend’s game.
Every year, brands look for moments that will cut through the noise before kick-off and live online.
This time, Kendall Jenner has delivered one of the most talked-about commercials in the build-up to the NFL’s showpiece event.
Rather than avoiding long-running internet jokes, the model leaned directly into them.
Her self-aware approach, centred on the so-called Kardashian curse, has quickly caught attention across social media.
Kendall Jenner jokes about the ‘Kardashian curse’
Jenner openly addressed the long-running idea known online as the Kardashian curse.
Rather than distancing herself from it, she embraced the joke and built the advert around it.
“Haven’t you heard? The internet says I’m cursed. Any basketball player who dates me kind of hits a rough patch.
“While the world has been talking about it, I’ve been betting on it,” Jenner said.
She then leaned further into the humor by linking it to results on the court.
“This pool? Basketball boyfriend one missed the playoffs… I guess nobody was getting a ring in this house.
“Boyfriend number two flopped right out of the league. This cute jet? Thanks, boyfriend three! The Kardashian curse, it’s not even my last name.”
The comments were made as part of a Fanatics’ Super Bowl advert, with Jenner clearly playing into a narrative that has circulated online for years.
Which NBA stars Kendall Jenner has previously dated
Jenner has been linked with several high-profile NBA players over the years.
Her past relationships include Jordan Clarkson, Blake Griffin, Ben Simmons, and Devin Booker.
Each relationship has been widely discussed online, often fueling memes about the Kardashian curse.
That background is what gave the advert its impact, as Jenner chose to own the joke rather than avoid it.
By leaning into the narrative on one of the biggest stages in sport, Jenner flipped years of speculation into self-mockery.
The result was an advert that stood out by acknowledging the internet conversation head-on.
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