"When it comes to commercials, many of them are taking inspiration from the backdrop of this year's host city, San Francisco. And of course, celebrity cameos abound; this year, Ritz is running a "Ritz Island" commercial starring Scarlett Johansson, Jon Hamm and Bowen Yang, a sequel to a similar ad from last year's game. But it's not just big national brands getting in on the Bay Area celebration."
"In the 30-second spot dubbed "The Big Hill," set in the iconic hills of San Francisco, the ad stars actress Kathryn Hahn and pro football player Derrick Henry on a cable car tour. When the cable car unexpectedly stalls, Hahn saves the day by pushing it uphill, thanks to her Oikos-fueled strength. This is the brand's seventh consecutive year running a spot during the big game."
"Victoria Badiola, senior vp at Oikos Danone U.S., told Modern Retail that this year's ad is a continuation of a campaign that Oikos has been running for the past few years, revolving around the construct of "hold my Oikos," followed by someone displaying an impressive feat of strength. "We consider ourselves to be a brand that stands for strength," Badiola said. "And the big game is one of the greatest displays of physical strength that we get to enjoy together as a country.""
Food and beverage brands intensify marketing during Super Bowl week to capture consumer attention, launch new products and promote healthier game-day options. Many commercials draw creative inspiration from the host city, San Francisco, and lean on celebrity cameos and local references. Danone-owned Oikos highlights its ready-to-drink protein shakes in a 30-second spot titled "The Big Hill," featuring Kathryn Hahn and Derrick Henry and continuing a strength-focused "hold my Oikos" campaign. Major brands like Ritz run celebrity-led sequels, while both national and regional companies use the big game to set branding priorities for the year.
Read at Digiday
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