A relatable ‘everyman’
When considering talent for the campaign, Chime wanted someone who is both a superstar and relatable to the average person.
“Jason is very much an ‘everyman’ … how he shows up, his generosity, his humility, the way he embraces people on set,” Baeza said.
Momoa compared the creative energy of the experience to hosting Saturday Night Live (SNL). He said he’s drawn to projects that offer room to invent and play.
“It wasn’t just another commercial; it was a chance to lean into storytelling in a really fun way, to step into a bunch of characters,” Momoa told ADWEEK via email.
He called the experience “a big, beautiful surprise.”
“What made it really special was that the clients didn’t just hire me to show up. They opened a dialogue, listened, and made room for my ideas,” he continued. “That kind of collaboration is rare, and it allowed us to take something fun and truly make it our own.”
“New Day” will roll out across national TV, digital, social, and streaming platforms this week, premiering during Christmas Day NBA games.
