It’s been more than a decade since Dwayne ‘The Rock’ Johnson picked milk ahead of saving the world in his list of priorities in the famous Got Milk? commercial, so what are advertisers ‘cooking’ for this year’s commercial breaks? We look at how what dairy products are set to make an appearance…
Danone North America has opted to advertise both its dairy and alt dairy products this year, with Oikos and Silk ads both featuring popular US actors.
Oikos will appear during Super Bowl for a fifth year running, this time in a commercial that features actor and comedian Martin Lawrence and former footballer Shannon Sharpe. The ad will air on Paramount+ and NFL apps.
The commercial refreshes the popular punchline ‘Hold my beer!’ into ‘Hold my Oikos’ as Lawrence and Sharpe are out for a friendly game of golf - until they submerge their cart in a hazard. This is where the benefits of Oikos’ high-protein range come into play.
In addition to the Super Bowl commercial, Oikos’ promotional campaign is leveraging in-store displays and sweepstakes.
Rafael Acevedo, president/GM at Danone North America, commented: “We are proud to display our strength by launching a wholly integrated campaign in our fifth straight Game Day appearance, with our entertaining and hilarious 'Hold My Oikos' ad creative, point-of-sale display, sweepstakes, and digital media. Through our star-studded talent of Martin and Shannon, we're showcasing how our delicious snacking choices help everyone support their strength.”
Meanwhile, Jeremy Renner will make his Big Game ‘debut’ advertising Silk, Danone North America’s plant-based milk alternative. This will be the first ever Super Bowl advert for Silk, through which Danone aims to ‘democratize access to plant-based – making it accessible and approachable for consumers’ by featuring it on one of sport’s biggest stages.
Renner features alongside his daughter, Ava, in a ‘fun morning routine filled with moves, grooves and stunts’. Silk Protein Almondmilk, which Renner uses to create a morning smoothie, has 8g of complete plant protein – equivalent to the amount of protein in a glass of dairy milk, according to Danone, with 55% less sugar and 50% more calcium than conventional milk.
Surbhi Martin, senior vice-president, Plant-Based Beverages at Danone North America, said: “We believe Silk has tapped into a special story through our partnership with the Renner family, to showcase the nutritional benefits that can come from adding our plant-based products to your morning routine… Feeling Planty Good is all about showcasing how delicious and nutritious breakfast can be with Silk – filled with plant-based ingredients and essential nutrients – in a joyful way.”
Not a dairy brand by any stretch of the imagination, but food ordering and delivery platform DoorDash has chosen whole cow’s milk as the staple food product to center its latest Super Bowl ad around. ‘Do you know if you have milk, right now?’ says a voice-over (from no other than Matrix actor Laurence Fishburne) as a fridge door ominously opens. ‘Are you afraid to look?’
The ad debuted during the BFL Wildcard round on January 13, and the company has since released a new teaser of its Super Bowl commercial due to air on Sunday.