• by Sarah Mahoney  @mahoney_sarah, February 4, 2025

Oikos is back in the Super Bowl for the sixth year, this time with an ad highlighting yogurt’s strength-building protein power. With a cheeky “Hold My Oikos,” actor Juno Temple rescues Myles Garrett, an injured NFL player in danger of missing his flight.

Themed “Surprising Strength,” the ad promotes Oikos Pro and Oikos Triple Zero. Victoria Badiola, vice president of Greek and functional nutrition for Danone, which owns the brand, says the connection between Temple and Garrett drove the creative concept.

Badiola says Temple, best known for her role in “Ted Lasso” and her knowledge of that other kind of football, delivers a perfect message for the brand. “The idea is that you can’t judge a book by its cover, and you shouldn’t judge her strength by her size."

When a sudden gate change makes Garrett, with his foot in a boot, worry about missing his flight, Temple thinks nothing of picking up the 6’4”, 275-pound defensive end and racing across the airport. “It makes the point that you don’t have to be a big, muscly guy to be strong. And the two, who had never met before we shot this, had such an amazing vibe that it feels authentic,” Badiola tells Marketing Daily.

FCB created the spot, with Wayne McClammy directing.

The ad is scheduled to air on the Fox Sports website and app, as well as the NFL app. However, a significant insight from prior year Super Bowl ads is that we “pull it all the way through to retail. That’s huge for us. For example, we’re partnering with Walmart to have great activation at retail, bringing the broadcast program into stores, keeping Oikos top of mind when people are shopping.”

The company is closely tracking how well the “yogurt for protein” messaging is tracking with various segments. “We want people to feel unstoppable every day, and that protein-forward message fits well under our 'Stronger Makes Everything Better’ positioning,” Badiola says. “It’s not a brand for men or women -- it’s for people, no matter where they are on their strength journey.”