Prague-Shot ‘Genius’ Gets Super Bowl Spot
Geoffrey Rush stars as Albert Einstein in National Geographic’s new mini-series Genius, which was shot throughout Prague and the Czech Republic last year.
The ten-part series, which will premiere on the National Geographic Channel in the US on April 25, is intended to be the first in an anthology series will cover the life of an acclaimed innovator.
In a 45-second promo that played to millions during the Super Bowl on February 5, Rush as Einstein is seen playing the violin - to the tune of Lady Gaga’s Bad Romance.
The spot was filmed in Prague by Ivan Zachariáš a week before the Big Game, and aired immediately after Gaga’s halftime performance.
“We wanted to create a beautiful commercial that was true to the character of Albert Einstein,” said Eric Silver of McCann New York, who produced the ad, in a press release.
“We knew Einstein frequently played violin as a brainstorming technique. The timing of our placement immediately after Lady Gaga’s halftime performance felt like serendipity, giving us the perfect platform to bring the adored physicist to life in a memorable way.”
After the game, readers of The Wall Street Journal voted the ad the best of the 2017 Super Bowl spots in an online poll.