You gotta hand it to MrBeast, aka Jimmy Donaldson. The guy knows how to think big.
For Super Bowl 60, he teamed up with Salesforce on a 30-second spot, “The Vault,” that kicks off a game of puzzles with the prize being a million dollars. It aired during the fourth quarter of the game.
The spot features MrBeast walking through a secure facility with lasers, engineers, and military personnel while laying out the rules. Anyone who wants to play just has to solve some really difficult puzzles with the help of Salesforce’s Slackbot, send him the hidden code via Slack, and win a million dollars.
So, while most Super Bowl ads have some kind of hook—like a celebrity, an emotional story, or just plain absurdity—it’s the million dollars that’s up for grabs that’ll get people talking.
The last shot of the ad has a QR code that links to a website for aspiring millionaires to begin their hunt.
If the ad seems loose on what it says about Salesforce’s brand or Slackbot AI product, it might be by design. MrBeast had the idea for the $1 million puzzle before Salesforce got involved. In December 2025, MrBeast tweeted that he had an amazing idea for a Super Bowl commercial and wanted a brand—any brand—to help with bringing it to life. Saleforce’s CEO, Marc Benioff, replied.
Six weeks later, the spot aired.
Salesforce has released other videos on its YouTube channel showing MrBeast using Slack to organize, execute, and activate his team.
It could signal a new marketing direction for the cloud software company, who had two ads at Super Bowl 59 using the tried-and-true Hollywood celebrity strategy by featuring Academy Award winner Matthew McConaughey.
