Who does the Gummy Cluster commercial?
A look at the talent behind the Nerds Gummy Clusters Super Bowl ad and marketing campaign
(By Carmichael Phillip)
When you see a commercial for Gummy Clusters (specifically, Nerds Gummy Clusters), you might wonder: who is the person—or persons—behind that ad? Which actors, musicians, or talents are starring, singing, or otherwise participating in that spot? In this article, we dig into what is publicly known about the recent Gummy Clusters commercials (especially those tied to the Super Bowl), who is involved in them, how the campaign is structured, and what all of that means for brand identity.
Nerds Gummy Clusters: the product and its advertising push
Before identifying the human talent in the commercials, it’s useful to understand the product being advertised. Nerds Gummy Clusters are a spin-off candy from the original Nerds brand, combining a gummy center with a crunchy Nerds-coated exterior.
While the Nerds brand has existed for decades, the Gummy Clusters variant was introduced more recently (2020), and its success has been dramatic.
In 2024, Nerds made its first Super Bowl advertising move by featuring Addison Rae in a Gummy Clusters–themed ad.
For the 2025 Super Bowl, Nerds launched a spot titled “Wonderful World of Nerds”, featuring Shaboozey (a rising singer-songwriter) as the human talent interacting with the candy world.
Thus, the “Gummy Cluster commercial” is not one static, long-standing ad; rather, it is part of a marketing campaign where different celebrities/performers may be involved in successive years.
Below is a video for the 2025 Super Bowl spot:
Nerds Gummy Clusters Super Bowl 2025 TV Spot – “What a Wonderful World” feat. Shaboozey
Shaboozey’s role in the Gummy Clusters campaign
The 2025 Gummy Clusters commercial centers around Shaboozey. The ad campaign employs him as both a singer and performer, walking through a street scene while interacting with a candy character world.
According to the campaign description, the ad starts with a teaser showing Shaboozey strumming a guitar and enjoying a bag of Nerds Gummy Clusters. As he takes a bite, the world around him shifts into a stylized sensory environment, merging music, colors, and candy elements.
The full commercial illustrates Shaboozey strolling through scenes reminiscent of New Orleans (in part to honor the Super Bowl host city), in which an anthropomorphic “Gummy” character leads a second-line band. The Gummy interacts with the candies, and the environment transforms in vibrant ways.
Shaboozey is credited with performing a rendition of “What a Wonderful World” in the ad, linking his musical persona to the candy narrative.
Thus, in the 2025 Gummy Clusters commercial, the principal human presence is Shaboozey, serving as the link between the candy world and viewers.
Addison Rae’s participation in the Gummy Cluster launch spot
Before Shaboozey’s involvement, Nerds used Addison Rae in its first Super Bowl–level Gummy Clusters spot in 2024.
In that ad, a large anthropomorphic Gummy character performs a dance inspired by the 1983 movie Flashdance, complete with chain-pull choreography. Addison Rae appears as a human guiding or instructing that Gummy in the dance, and the ad ends with the Gummy being covered in Nerds candy pieces as part of its transformation.
While Addison Rae is not directly referenced as singing in that ad, her role was significant in making that first Super Bowl Gummy Clusters commercial memorable.
Thus, across the two years, the brand has used different human talents: Rae in 2024, Shaboozey in 2025.
Who made the Gummy Clusters ad happen
It’s not only about the on-camera talent — the production side plays a crucial part. According to the official press release from Ferrara (the candy company behind Nerds), the 2025 campaign “Wonderful World of Nerds” was created with the help of several agencies and collaborators.
Some credits include:
Digitas Chicago: the creative agency behind the campaign concept.
iProspect: responsible for media planning and placements.
Golin: handling public relations around the campaign.
The campaign also involves various retail, social media, and digital components tied to the TV spot.
These teams orchestrate casting, special effects, music licensing, visual effects, and coordination between the candy characters and the human performers. While Shaboozey and Addison Rae are the visible faces in the ads, the broader campaign reflects a multi-agency collaboration.
Why the brand picks these talents and how audiences react
Selecting a talent like Shaboozey or Addison Rae is strategic. Nerds is trying to balance nostalgia and modern cultural relevance — a blend often described as “newstalgia.”
Shaboozey was chosen for the 2025 spot because his style reaches multiple genres and demographics. As Marketing Brew puts it, his crossover appeal made him a fitting ambassador for the candy’s sensory-led campaign.
From the reception standpoint, the 2024 Addison Rae spot was noted for its viral and shareable nature, in part due to the Flashdance reference and the novelty of a Gummy character performing dance moves.
In 2025, the Shaboozey spot’s emphasis on musicality and sensory visuals is meant to further deepen the brand’s identity as bold, experiential, and culturally resonant.
The fact that the brand switches up its featured human talent (instead of sticking with one spokesperson) suggests that the “face” of the campaign is somewhat fluid — though anchored by the candy characters and the visual style.
This approach of rotating talent keeps each year’s ad fresh, while maintaining continuity via the candy characters, visual motifs, and campaign voice.
Conclusion
So, who does the Gummy Cluster commercial? The answer depends on which version or year you’re referring to:
In 2024, the Gummy Clusters Super Bowl commercial featured Addison Rae interacting with a dancing Gummy character.
In 2025, the commercial stars Shaboozey as the human presence, singing “What a Wonderful World” and engaging with the candy-themed visuals.
Behind the scenes, agencies such as Digitas Chicago, iProspect, and Golin are integral to the creation, placement, and promotion of the campaign.
Ferrara
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