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There are sponsored ads, and then there are Sam Riegel sponsored ads.

Over the course of ten plus years of Critical Role, star Riegel has made it his habit to create very, very strange ads for the show's sponsors. From unpredictable raps to skits that turn Matt Mercer into a baby, these ad-reads have become something of a highlight of the non-campaign Critical Role content, and you can imagine why some sponsors would be eager to have his unique talents advertising their products.

And you can imagine why others would not.

This topic came up during the Awesome Con 2026 Critical Role panel, attended by Riegel and Campaign 4 costars Taliesin Jaffe, Whitney Moore, Alexander Ward, and Luis Carazo. At one point in the discussion, the cast moved into fan Q&As, and one attending Critter took it upon themselves to get a peak behind the curain as to how a Riegel ad comes about.

"Some advertisers specifically request me," Riegel answered, "And some specifically request not me. Some flip halfway through the process."

Fair enough.

"When they sponsor the show," Riegel continued, "They're told, 'Hey, so Sam's going to do a thing and you don't really get to have a say in it. Whatever Sam's going to do, he's going to do, and that's got to be cool. Are we cool?' And most of the sponsors say, 'Yeah.' Then we end them the script ahead of time, and then half of them go like, 'Oops, no. Maybe not. Maybe we want Matt to read this instead.'"

"But no," Riegel concluded, "For the most part, they know what they're getting into. They've watched the show. Our sponsors are actually really great to work with. They really don't do much meddling or anything." 

I mean, why mess with perfection? With chaotic, ever-changing, yogurt-cocktail perfection (image attached).

Critical Role Campaign 4 is streaming now on the group's Beacon, YouTube, and Twitch channels. 

With two animated series on Prime Video, Campaign 4 in full swing, and so much more Exandrian lore to come, Critical Role is showing no signs of slowing down. That's why the adventuring party at Popverse are here to bring you everything we can from those nerdy-ass voice actors & Bo., including:

• Critical Role release schedule
• Critical Role's Campaign 4 characters ranked
• How to watch Critical Role in order
• Ways for you to relive the Critical Role panel from ECCC '26
• Taliesin Jaffe on playing Mollymauk Tealeaf for Campaign 2 vs. playing him for Prime Video
• Matt Mercer's homebrew warrior class (created originally for Vin Diesel)

...and much, much more. Roll initiative, player. Magic awaits.