During Super Bowl Sunday, fans were treated to a surprising moment featuring Serena Williams celebrating her weight loss with the help of a GLP-1. But for some fans who frequented 28 Kent or Secret Project Robot in Brooklyn in the late 2000s, the real shock came from hearing Sleigh Bells in a Super Bowl commercial.
As Williams extolled the benefits of Ro, a noisy guitar riff and explosive drumbeat filled the air. Fans immediately recognized it as “Riot Rhythm,” a track from Sleigh Bells’ debut album, Treats.
The unexpected pairing of Serena Williams and Sleigh Bells in a commercial sparked reactions across social media. One Bluesky user wrote, “Can’t believe there was a Sleigh Bells song in a GLP-1 commercial with Serena Williams,” while another exclaimed, “Serena Williams *AND* Sleigh Bells in one commercial!?!? My gawddd.” The buzz even inspired references to the Tiffany Pollard “Beyonce?” meme.
The use of Sleigh Bells’ music in a Super Bowl commercial made some fans realize that millennials have aged to the point where their favorite tunes are now being used in advertising. Some expressed mixed feelings, with one user lamenting, “Happy Sleigh Bells is getting paid, devastating to hear the music in a weight loss ad.”
Not everyone was hesitant about the unexpected commercial choice. Ben Collins, CEO of The Onion, expressed his excitement, declaring, “Sleigh Bells in a Super Bowl ad. 2010 Williamsburg is back, baby!” referencing the hipster scene that once thrived in the Brooklyn neighborhood.
Sleigh Bells, made up of Alexis Krauss and Derek E. Miller, formed in 2008 and quickly gained attention for their unique blend of noise, hip hop, R&B, and metal. Over the years, they have cultivated a distinct “noise pop” sound, releasing their sixth album, Bunk Becky Birthday Boy, in 2025.
In a 2025 interview with Pop Matters, Miller reflected on the band’s extreme approach to music, stating, “I think it’s truly, like on a genetic level, I’m attracted to extremes. So if two is good, four is better. Let’s try eight. How about 16? Whenever there’s a contradiction occurring, that’s when it gets interesting. I feel like Sleigh Bells encapsulates that, just all of the extremes. It’s cartoonish, it’s exaggerated, it’s over the top, and it’s a lot.”
The unexpected use of Sleigh Bells’ music in a weight loss commercial with Serena Williams served as a reminder that the music of millennials is now being integrated into mainstream advertising, showcasing the enduring impact of their unique sound.
Peace Nero is a writer and blogger who loves to explore different topics of self-development. She shares her personal experiences in order to help people discover their true purpose in life.