Greek yogurt brand Oikos again teamed up with former football super star and current University of Colorado head coach Deion ‘Primetime’ Sanders for a cross-generational Super Bowl spot which harnesses the power of (his) family in a competitive battle showing that protein-powered strength comes in many forms.
Developed in harness with Brooklyn based Orchard Creative and filmed the spot in Los Angeles, the Danone dairy brand returns to the Big Game in 2023 for the fourth consecutive year with work driving home the message that high protein snacking is the glue that holds Sanders and his ultra-competitive relatives together at a family picnic.
Titled ‘Family Reunion’, the spot sees each Sanders family member – including daughter and basketball star Shelomi, son and college football quarterback Shedeur, son and college football safety Shilo, plus sister Tracie and mother Connie – show a different strength: thus connecting family diversity with the different protein benefits of the three-pronged Oikos product line-up of Pro, Triple Zero and Blended variants.
This family picnic turns into an epic, family one-upmanship competition across the generations with each family member showing off different strengths and skills.
The hero spot debuts on the Fox Sports and Fox Now app during the 12 February Super Bowl in both pre-game and in-game variants, while the spots dropped pre-game across the brand’s social channels from 31 January.
“You have to remember, we’re Sanders and competing is what we do,” states Deion Sanders. “Believe me when I tell you, the competition gets even hotter this year as we each get fueled up with delicious protein-packed options from Oikos Pro to Oikos Blended and Oikos Triple Zero. “Strength and nutrition has been a priority of mine since my earliest playing days, and is something I continue to pass that down to my kids as they pursue their goals and aspirations. We believe in strength and there’s strength in unity. So family makes us stronger. And we don’t just talk it, we live it. You have to remember, we’re Sanders and competing is what we do. Believe me when I tell you, the competition gets even hotter this year.”
According to Oikos VP Surbhi Martin, the brand is on a mission to democratize access to nutrition and fitness, powering the protein needs of gym goers to support muscle development as part of a balanced diet and ‘to power the strength that helps make people unstoppable every day’.
“As a leader in the Greek yogurt category, Oikos continues to show up on gameday with entertaining creative to challenge the perception that healthy eating is boring,” explained Martin. “We hope our campaign inspires consumers to make strong snack choices that power their strength. This year, we also have ambitions to strengthen access to nutrition and fitness resources that will help fuel the next generation of strong, healthy young adults.”
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2023 sees Fox charge Big Game advertisers between $6m and $7m for a 30-second ad and this campaign follows follows on from Oikos’ previous Big Game spots such as 2022’s ‘Strong’ and 2021’s ‘Ugly Face’.
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