Milwaukee’s Nite Owl Will Be Featured in Lombardi Super Bowl LV Promo

Burgers, football, Lombardi.

Some 50 million people are going to get a glimpse of a Milwaukee landmark in a pre-Super Bowl promo.

Chris Roepke, the owner at Nite Owl Drive In, posted on Facebook about the upcoming video. “I don’t know how long we will be in the video. I don’t know too much about the story, except the legend of Vince Lombardi,” he said. 

The Nite Owl, besides being a family-run operation since 1948 now in its third generation at 830 E. Layton Ave., also won MilMag’s 2020 Burger Bracket and thus serves as the undisputed best burger in Milwaukee.



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Legendary Green Bay Packers coach Vince Lombardi will be honored during Super Bowl Sunday, according to a report from the Green Bay Press GazetteThe NFL is planning a commercial tribute to Lombardi ahead of the coin toss at Super Bowl LV. 

“The ad will feature Lombardi, who died in 1970, portrayed by an actor, as he walks through everyday America delivering a speech that uses his own words in a voice like that of the Brooklyn native.”

One of the locations for this ad looks to be Milwaukee’s own Nite Owl!

So with a week before the Super Bowl, here is what was filmed at Nite Owl. We were asked to be one of the locations for…

Posted by Chris Roepke on Monday, February 1, 2021

Tim Ellis, the executive vice president and chief marketing officer of the NFL, told USA Today that the NFL (which reels in around $15 billion a year in revenue) wanted to look back at the tumultuous year of 2020 and first month of 2021 by asking: “If Vince Lombardi were to come back, what would he have to say to us?”

A teaser for the promo shows a man walking along what looks like a Midwestern residential street, with a smokestack billowing white plumes into the sky, in a Lombardi-esque long brown coat he became known for wearing on the sidelines in Green Bay. In the ad, a voice like his says “The road has been rough and nothing from to sky has turned us back.”

Filming from the ad was also reportedly done at Lambeau Field, which now can hold up to 81,441 fans, more than double its capacity for 32,000 Cheeseheads 62 years ago when Lombardi became coach.



Adam is a journalist who recently returned to his Wisconsin home after graduating from Drake University in December 2017. He interned with MilMag in the summer of 2015 and has been a continual contributor ever since. Follow him on social media @Could_Be_Rogan