Yahoo and Bill Murray Return to the Big Game with TV Spot, Livestream, and Interactive Short Story

NEW YORK, Feb. 9, 2025 – Yahoo is returning to football’s biggest game on Sunday, Feb. 9, teaming up with Bill Murray to deliver “Email Bill,” an interactive campaign including a Game Day television commercial, multi-part short story featuring original content and videos from Bill, and a “BillCam” livestream on Yahoo.com and Yahoo Sports. 

Co-written by Bill Murray in collaboration with his brother, actor and comedian Brian Doyle-Murray, and frequent collaborator, writer, director, and producer Mitch Glazer, “Email Bill” begins with a 15-second television commercial airing in top local markets. The spot opens with Bill Murray gazing into a mirror, only to find a furrier version of himself looking back. “Have you ever looked in the mirror and not seen yourself?” Bill asks the viewer, breaking the fourth wall. “I don’t think I need professional help, but a skilled amateur…maybe? Little help?” He then holds up a yellow legal pad with his email: Billhimself@yahoo.com.
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Once a viewer emails him, an unpredictable journey will unfold throughout the evening via a short story written by Bill and told in three parts, including original videos and photos. Viewers can also tune into Yahoo.com, where Bill will go live as he responds to emails from some of the viewers. 

‍How it works:

1. Catch the television commercial live or on Yahoo.com/billhimself. 
2. Email Bill Murray at Billhimself@Yahoo.com. 
3. Enjoy the full short story adventure from Bill Murray, as told in three parts.
4. Tune in to Yahoo’s “BillCam” on Yahoo.com and Yahoo Sports on desktop or mobile, where Bill will be dropping in during halftime as he responds to emails from some of the viewers.

The campaign marks Yahoo’s reentrance into advertising’s biggest arena for the first time since its 2002 “Do You Yahoo?” ad, which famously starred a talking dolphin. It also sets the stage for the company’s 30th anniversary on March 2, 2025.

"When you want to do something completely original and unexpected, there's only one person to call: Bill Murray," said Jim Lanzone, Yahoo's chief executive officer. "The beauty of this campaign is how it brings together Bill's legendary storytelling and improvisation with the simplicity of email to create something entirely new. With Yahoo turning 30 this year, we're inviting everyone to be part of an adventure that could only happen with Bill Murray. We’re also celebrating achieving the impossible: getting Bill to check his email."

The creative concept and production for Yahoo’s ad were developed by award-winning new creative agency American Haiku and directed by Walid Labri of Love Song. The ad will air in top local markets across the country throughout the duration of the game on Sunday night.  

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