Ben Simmons and Tiffany Haddish Launch “Ex-Communicators” Legal Parody in Viral Super Bowl Spot for Sleeper
NBA star Ben Simmons and comedian Tiffany Haddish have teamed up for a satirical Super Bowl commercial that is rapidly becoming one of the most talked-about spots of the year. Promoting the fantasy sports app Sleeper, the ad features the duo as “emotional injury specialists” running a fictional law firm dedicated to helping high-profile individuals recover from public breakups. The commercial, titled “The Ex-Communicators,” serves as a direct, meta-commentary on the tangled web of celebrity relationships, arriving just days after Simmons’ ex-girlfriend, Kendall Jenner, released her own viral ad poking fun at her dating history.
Deep Search: Inside the “Simmons & Haddish” Strategy
The commercial’s premise is built on a layer of self-referential humor that requires knowledge of current pop culture feuds to fully appreciate. In the spot, Haddish asks viewers, “Have you or someone you know been injured emotionally in a high-profile relationship?” Simmons immediately follows up with the pointed question, “Are your exes snubbing you in commercials?”—a clear retort to Kendall Jenner’s recent Fanatics Sportsbook campaign, where she humorously acknowledged the “Kardashian Curse” associated with her athlete ex-boyfriends.
The ad’s script is dense with specific references (“Easter eggs”) targeting real-life narratives.
The Dog Custody Joke: Simmons promises clients they can “share custody of their dog you kind of liked,” a subtle nod to the Doberman, Pyro, that he and Jenner often shared during their relationship.
The “Swiftly” Gag: The commercial features a segment with influencer Kayla Nicole, the ex-girlfriend of NFL star Travis Kelce. In a scene discussing how fast the firm can resolve issues, Nicole cycles through synonyms for “fast” like “quickly” and “rapidly.” When Simmons corrects her by insisting on the word “swiftly,” Nicole reacts with annoyance. This is a deliberate linguistic play referencing Kelce’s current high-profile engagement to pop superstar Taylor Swift.
Guest Cameos: The ad expands its roster of “plaintiffs” to include rapper Offset, known for his on-and-off marriage with Cardi B, and Love Island* star Ace Greene, broadening the theme to cover various sectors of celebrity culture.
Background: The Real-Life Relationships Behind the Skit
To understand the ad’s friction, one must look at the dating timelines of its stars. Ben Simmons and model Kendall Jenner dated intermittently between 2018 and 2019. Their relationship was heavily scrutinized, and Jenner’s subsequent “starting five” meme—referencing her history of dating NBA players—became a viral topic she reclaimed in her own Super Bowl ad this year.
Kayla Nicole’s involvement adds another layer of tension. She dated Kansas City Chiefs tight end Travis Kelce for five years before their split in 2022. Kelce’s subsequent relationship with Taylor Swift became a global phenomenon, often overshadowing his past relationships in media coverage. Nicole’s participation in a skit that explicitly dances around the “Swift” name suggests a willingness to engage with the narrative that has surrounded her since the breakup.
Objections and Critical Reception
While the commercial has been praised for its quick turnaround and sharp comedic timing, it has not escaped criticism. Some viewers have labeled the ad as “lingering bitterness,” arguing that it feels less like a lighthearted parody and more like a coordinated effort by scorned exes to capitalize on their former partners’ current success.
Critics have specifically pointed to Kayla Nicole’s segment, suggesting that participating in a joke that hinges on her ex’s new fiancée borders on “shady” rather than satirical. Furthermore, while the “Ex-Communicators” concept is clever, some marketing analysts question if the layering of inside jokes might alienate casual viewers who are not chronically online or invested in the intricacies of NBA and NFL dating gossip. Despite these objections, the ad has successfully positioned Sleeper as a brand tapped into the pulse of internet culture, generating significant social media engagement.
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