Louisville attorney 'The Hammer' buys 2024 Super Bowl commercial

Whether it's outside Lynn Family Stadium, on the side of the highway, or on television, his ads are everywhere. But for the Super Bowl, Darryl Isaacs steps up his game. His 2018 spot played on the popularity of "Game of Thrones" and 2020 was a nod to "Star Wars."This year, Isaacs is the only local advertiser to buy a one-minute spot for Super Bowl Sunday. In it, he's seen winning the Kentucky Derby and taking a turn in a pro wrestling ring. He won't talk costs, but beyond paying for the time, there's the production: storyboards and weeks of going back and forth with a marketing team. And he often runs ideas past a team of critics: his kids."I went on social media the other day and posted something, and one of my kids called me and said, 'What are you doing? Nobody cares,'" Isaacs said with a laugh, telling WLKY, "They still give me a hard time." For the first time, his three children, now all in their 20s, are featured in Dad's Super Bowl ad. Isaacs was more than happy to highlight his daughter and her D-1 soccer teammates at the University of Minnesota. But the lawyer did not stray from what's made the ads memorable: special effects and funny moments.In the past, Isaacs relied on the magic of the green screen. He did that again this year but, for the first time, used AI. Even with the technology, producing the one-minute spot still took several days. "There were times where they'd set up for three hours, I'd go shoot for 10 minutes. They would break it down and then it took another two to three hours. This one, I spent three days and probably shot less than an hour," he said."The Hammer" said he is happy with how the spot turned out but even happier to entertain Super Bowl viewers."I'm just a big kid. I'm still a little boy that thinks, 'Oh my God, that's really cool,' and I think that's part of why I do it," he said.Isaacs last ran a Super Bowl ad in 2020. But the interest goes well beyond the big game. It has since gotten more than 14 million views on YouTube. Whether he'll do an ad again next year, Isaacs won't say.Anyone can watch the commercial here.