When it comes to Super Bowl commercials, spectacle is the name of the game. But this year, YouTube megastar MrBeast, also known as Jimmy Donaldson, took things to a whole new level. On February 8, 2026, during the fourth quarter of Super Bowl 60, millions of viewers were introduced to an unprecedented challenge: a $1 million prize locked behind a labyrinth of puzzles, all orchestrated through a 30-second ad titled "The Vault." The catch? The first person to crack the code and send it to MrBeast via Slack would walk away a millionaire.
According to LADbible, the commercial was the result of a whirlwind collaboration between MrBeast and cloud software giant Salesforce. The spot, which aired during one of the most-watched television events in the world, features MrBeast striding through a high-security facility—think lasers, engineers, and military personnel—laying out the rules for his latest high-stakes game. The ad ends with a QR code, inviting would-be puzzle solvers to embark on their quest by visiting a dedicated website.
But how did this all come together? As The Verge and BBC report, the idea for the $1 million puzzle was cooked up by MrBeast himself. On December 29, 2025, he tweeted, “I've been sitting on an amazing Super Bowl commercial idea for years. I know it’s random but someone please let me make your brand's Super Bowl commercial so I can finally make this idea happen.” Salesforce CEO Marc Benioff was quick to reply, and just six weeks later, the ambitious ad was ready for the big game.
Production of the commercial, typically a months-long process, was compressed into a mere 27 days. As TechCrunch details, the secret sauce was Salesforce’s own AI-powered Slackbot, which MrBeast’s team used to organize, execute, and coordinate the project. Benioff even described Slackbot as a “teammate with agentic superpowers,” underscoring the dual role of the ad as both entertainment and a showcase for Salesforce’s workplace AI tools.
The rules of the game are simple in theory but daunting in practice. The puzzles are designed to be “real, nonlinear, and interconnected,” rewarding creativity, logic, and persistence. Participants are encouraged to use Slackbot for hints and support, reflecting the ad’s core message: AI can help you solve even the trickiest problems. The competition is open exclusively to legal citizens of the US, Canada, or Mexico, and the window to claim the prize closes on April 2, 2026. So, if you think you have what it takes, you’d better get puzzling—time is ticking!
But the clues aren’t confined to a single platform. As Wired and Polygon note, hints may be scattered across social media, future MrBeast videos, and even public appearances. One such example was Donaldson’s February 6 guest spot on The Tonight Show with Jimmy Fallon, where eagle-eyed fans speculated that subtle references might have been dropped. It’s a strategy straight out of MrBeast’s playbook, leveraging mass participation and collective problem-solving to drive engagement and excitement.
For MrBeast, whose YouTube empire boasts over 466 million subscribers, the Super Bowl ad marks a significant crossover into mainstream pop culture. As Business Insider points out, while he’s no stranger to viral challenges and jaw-dropping giveaways, the Super Bowl represents a new frontier—a chance to reach audiences who might not be familiar with his online persona or his Amazon Prime series, "Beast Games." That show, by the way, has become Prime Video’s most-watched unscripted series, featuring 1,000 contestants battling for a $5 million prize.
For Salesforce, the partnership is a bold pivot from its previous Super Bowl ad strategies. Just last year, the company relied on Hollywood star power, enlisting Academy Award winner Matthew McConaughey for its commercials. This year, the focus is squarely on Gen Z and tech-savvy millennials, with Slackbot taking center stage as a relatable, AI-powered sidekick. By embedding Slackbot into a viral puzzle, Salesforce aims to make workplace AI not just accessible, but aspirational.
Of course, not everyone can play. The official rules specify that only legal citizens of the United States, Canada, or Mexico are eligible to participate. That hasn’t stopped the internet from buzzing with speculation, as amateur sleuths pore over every frame of the commercial, hunting for hidden symbols—spiders, sine waves, animals, mathematical equations—that might unlock the million-dollar secret.
The Super Bowl itself was no less eventful. As LADbible recaps, the Seattle Seahawks steamrolled the New England Patriots 29-13, with the scoreline barely reflecting the true gulf between the teams. The halftime show saw Bad Bunny and Lady Gaga team up for a performance that had social media abuzz, and, in a moment that will be replayed for years, a couple tied the knot live on camera. It was a night of surprises, both on and off the field.
In the world of Super Bowl advertising, controversy is never far away. Over the years, brands have pushed the envelope—and sometimes crossed the line—in their quest for attention. From Carl’s Jr.'s infamous "All Natural Burger" ad, criticized for objectifying women, to Groupon’s tone-deaf "Save the Money – Tibet" spot, which seemed to trivialize a serious political issue, the list of provocative commercials is long and storied. Even Kanye West’s bizarre Yeezy ad and Nationwide’s somber "Boy" commercial have sparked heated debates about taste and responsibility in advertising.
MrBeast’s "The Vault," however, is a different breed. Rather than courting controversy, it invites viewers to become participants, blurring the line between entertainment and engagement. It’s a testament to the evolving nature of Super Bowl advertising, where the audience is no longer just watching—they’re part of the show.
As for MrBeast himself, he’s famously candid about his finances. Despite a staggering net worth, he recently told The Wall Street Journal that he had “negative money” in his bank account because he reinvests everything into his videos. “No one ever believes anything I say,” he admitted, highlighting the relentless drive that has made him a digital phenomenon.
With the Million Dollar Puzzle now underway, one thing is clear: the Super Bowl may be over, but the hunt has just begun. For MrBeast, Salesforce, and millions of puzzle enthusiasts, the game is on—and the stakes have never been higher.