• by Larissa Faw , April 23, 2020

Oikos is aiming its Triple Zero yogurt at athletes and men with a new spot timed to the NFL Draft held on Thursday.

The creative, developed with agency Lightning Orchard, uses the Roy Orbison classic “Crying” as images of Rashan Gary, Jaylon Smith, Gerald McCoy, Jason Pierre-Paul and Chris Jones are shown crying with tears of joy after being drafted. The ad ends with the message, “It’s not crying. It’s flexing ‘cryceps.’”