Danone high-protein yogurt brand Oikos will make an appearance for a sixth straight year at the Big Game – this time, with a commercial featuring actress Juno Temple pro football star Myles Garrett.
High-protein yogurt has been a major sales driver for Danone’s entire yogurt portfolio in North America. The Oikos ad, directed by Wayne McClammy, conveys the message that each 5.3oz / 150g pack provides strength that can ‘save the day’.
British actress Juno Temple – star of TV hits Ted Lasso and Fargo – said: “I seriously can’t believe I’m in a Big Game ad. It’s been super fun working with Oikos.
“This campaign is bold, unexpected, and celebrates a message I hold close to my heart – that strength can come from the most surprising places.
“It’s always a thrill to flip the script and showcase empowered, strong women who rise to the occasion.”
Victoria Badiola, VP of Greek & Functional Nutrition at Danone North America, said: “The Big Game is a career-defining moment for athletes where they demonstrate their strength at the highest level, but we know that athletes aren’t the only ones who need protein to power their game.
“Being able to bring together the dynamic duo of Juno Temple and Myles Garrett while putting surprising strength at the forefront of our Big Game ad is a fun way to bring our brand ethos to life.”
Coffee mate makes its Big Game debut
Nestlé USA is spotlighting the new Coffee mate Cold Foam Creamer in the brand’s first ever Super Bowl commercial.
The ad features the vocals of country music star Shania Twain.
Häagen Dazs gets Vin Diesel to slow down
Häagen Dazs’ first Super Bowl commercial features Fast & Furious stars Vin Diesel and Michelle Rodriguez to highlight that the General Mills-owned ice cream is best enjoyed… slowly.
US rapper Ludacris also makes a cameo.
Elizabell Marquez, chief marketing officer at Häagen Dazs US parent Dreyer’s Grand Ice Cream (Froneri), said: “Getting to pair up with one of the most notable franchises and talent in film history was everything we were looking for. The mutual love and admiration between both of our brands made this a brilliant idea from day one.”
How much does a Super Bowl ad cost in 2025?
In an investor call on Tuesday, February 4, Super Bowl 2025 broadcaster Fox reported it had sold out its entire airtime for the event.
“We are sold out with record pricing for this Sunday, Super Bowl LIX. We can’t wait for the big game,” Fox Corp. CEO Lachlan Murdoch said.
Fox has not commented on the price of a 30-second slot this year, but in 2024, it was around $7m.
Several US media outlets including Bloomberg and Fox Sports reported that Super Bowl ads have now hit $8m for 30 seconds, with advertisers having snapped up the entire airtime in November 2024.
The demand can be explained with Super Bowl’s increased viewership in recent years.
Nielsen estimated that around 123.7 million viewers tuned in in 2024; compared to 115 million in 2023, and 101.4 million in 2022.
