Seinfeld teased a "secret project" with his ex-collaborators for more than a week before the spot, which promoted Seinfeld's web series "Comedians in Cars Getting Coffee," aired on Fox during Sunday night's game.
In the commercial, Seinfeld again played the fictionalized version of himself, while Alexander reprised his role of George and Knight played Newman. Seinfeld and "Seinfeld" co-creator Larry David penned the ad.
"Fox approached Larry and me about doing some kind of 'Seinfeld' reunion for the halftime broadcast because of the New York connection," Seinfeld said in a statement to Variety after the segment aired. "So we thought throwing Jerry, George and Newman into a 'Comedians in Cars Getting Coffee' was a fun way to do it. Larry and I wrote the script in one sitting, just like old times, and working with him, Jason and Wayne was a total blast as it always was."