• by Erik Oster , February 4, 2024

A little over a year after being hospitalized from injuries sustained during a snowplow accident that required multiple surgeries, actor Jeremy Renner is dancing on a kitchen counter in his Super Bowl ad debut.

Danone plant-based beverage brand Silk shared the full 30-second ad , featuring the “Hawkeye” star preparing breakfast for himself and his daughter, which also marks the first Big Game appearance for the plant-based milk brand. The spot opens on a groggy Renner entering the kitchen in the morning, before taking a sip of Silk and enthusiastically whipping up breakfast for himself and his daughter -- while simultaneously dancing and belting out the soul classic “I Feel Good.”

Renner told People magazine he’s a real-life fan of the brand, and used it in protein shakes he made during his recovery.

The spot will run on Paramount+ and the NFL streaming apps during the Super Bowl, and include a paid social component, anticipated earned media from Renner’s appearance, and Silk’s social media accounts on Facebook, Instagram, TikTok, and YouTube.

Surbhi Martin, senior vice president, plant-based beverages at Danone North America, told Marketing Daily that origin of the campaign was consumer research in which the brand discovered three main barriers to trying Silk.

“One was skepticism around [whether] plant-based beverages taste good,” she explained, with another focusing on whether plant-based products could provide the same nutritional benefits as traditional milk. “

“Some of that consumer skepticism came from some prior experiences with other plant based category products that weren’t up to their expectations,” she explained, making it important for the brand to counter such sentiments.

“Another barrier we heard was perceived lack of family appeal,” she added, or the product’s ability to appeal to both kids and adults. “It was really important we also addressed that aspect.”

That was particularly important because Silk’s campaign is aimed primarily at recruiting young consumers into the category, reflected in the strategy of focusing on streaming and digital platforms consistent with younger millennial and Gen Z audiences’ viewing habits, according to Martin.

In finding the right celebrity partner for the ad, Martin said “authenticity was really important,” which is one aspect that led the brand to Renner. “He has been really devoted to health and wellness -- particularly over last year with his recovery journey,” she said. 

Silk’s Super Bowl effort follows the launch of the brand’s “Feel Planty Good” campaign last month, which Martin says has been connecting with consumers, claiming it has driven over a billion impressions across channels. The brand will continue a big marketing push through the rest of the year, according to Martin, with a “full media plan for all of 2024,” including “other exciting activations and partnerships.”