Keith Urban Says Wife Nicole Kidman Didn't Expect Her Fan-Favorite AMC Ad to Become 'This Cultural Thing'

Keith Urban didn't foresee Nicole Kidman's AMC Theatres ad becoming as big of a hit as it has.

During a Friday episode of Criss Angel’s Talking Junkies podcast, the country star, 56, opened up about his wife's 2021 ad for the company, and explained why she initially took part in it.

"She did it because she loves movies, we love movies. And it was hard times for the theaters," Urban said, referring to ticket sales dropping off amid the pandemic. "So AMC asked her if she'd do an AMC commercial, and it was a no-brainer for her to be a part of that."

"Never in a million years [was she] expecting that to be this cultural thing."

Kidman's viral ad has been beloved by fans for the past two years, and was previously described by AMC CEO Adam Aron as "iconic and revered" during a 2022 earnings call.

The ad follows the movie star, 56, as she enters an AMC theater after a rainstorm, announcing, "We come to this place for magic."

"We come to AMC Theatres to laugh, to cry, to care, because we need that, all of us," she continues in the ad. "That indescribable feeling we get when the lights begin to dim and we go somewhere we've never been before — not just entertained but somehow reborn, together."

As for the viral nature of the ad, Kidman told GQ during a 2022 interview that she "can't tell you why it worked or why it's gone viral."

"But what I can tell you is that the reaction is a direct result of the amount of people going back to theaters to enjoy the movies. And that is exciting," she said.

As Urban mentioned during his appearance on Talking Junkies, Kidman had also been behind his return to performing at the start of the pandemic — specifically coming up with the idea of playing shows at a Nashville drive-in in 2020.

"We're sitting there one morning and I was like, 'I can't wait to play, where can we play?' And she goes, 'What about a drive in?'" Urban recalled.

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"I'm like, 'What do you mean,' and she goes, 'We could set the stage up at the base of the screen and then everybody's in their cars and you can just play a show.' I'm like, 'This is amazing.'"

Elsewhere in the podcast, Urban was asked what it's like to be married to a famous woman, and he explained: "The truth is I'm married to an extremely down to earth, chill, laid back, regular girl that happens to be famous."

Kidman and Urban, who married in 2006, share two daughters, Sunday Rose, 13, and Faith Margaret, 12. Kidman also is the mother of two children from her previous marriage with Tom Cruise, Isabella Jane, 30, and Connor, 28.