Two weeks before Super Bowl LX, Kathryn Hahn and NFL star Derrick Henry are generating buzz in San Francisco with their starring roles in a new Oikos commercial. The 30-second advertisement, titled The Big Hill, debuted on January 29 and will air just before the halftime show on February 8.
In the ad, the actress and running back share a cable car ride through the city’s famously steep streets. When the trolley abruptly stops, the conductor apologizes,
“Sorry, folks. We’re stuck. Tour’s over,”
prompting an underwhelmed “It’s over?” from Henry. Hahn then hands her bottled protein shake to Henry, commanding, “Hold my Oikos.”
Displaying surprising strength, Hahn climbs off and pushes the trolley uphill with effort until she launches it forward. This unexpected feat causes Henry to bump into an older passenger, who greets him with, “Oh, hey there, big fella.” As the trolley speeds away, Hahn realizes she’s left her drink behind and shouts, “My Oikos!” Henry skillfully tosses the bottle like a football, spiraling it into Hahn’s hands as she raises it triumphantly.
A voiceover closes the commercial, explaining,
“Oikos is packed with complete protein to help build strong muscles.”
This playful ad merges humor with product messaging ahead of the high-profile game, showcasing both stars amid San Francisco’s signature terrain.
Upcoming Super Bowl Ads Stir Anticipation for the Big Game
As the February 8 matchup between the Seattle Seahawks and New England Patriots draws nearer, advertisers are releasing teasers for their Super Bowl commercials. Pepsi unveiled its own spot on January 29, poking fun at rival soda brand Coca-Cola. The commercial, entitled The Choice, features a polar bear mascot engaging in a blind taste test, where he unexpectedly prefers Pepsi Zero Sugar over Coke Zero Sugar.
The polar bear then starts “a journey of self-discovery,” supported by a therapist figure played by director Taika Waititi, who prompts the bear with, “Tell me about your mother.” This campaign highlights ongoing brand rivalries leading up to the televised event airing on NBC.
Significance of the Kathryn Hahn Super Bowl Ad in Marketing and Culture
Kathryn Hahn’s Super Bowl ad highlights a creative strategy combining humor, celebrity appeal, and an iconic city setting to capture viewers’ attention. Featuring Derrick Henry adds athletic star power, reinforcing the product’s emphasis on muscle-building protein. The stunt’s focus on San Francisco’s challenging hills also creates a memorable visual metaphor for strength and resilience.
As Super Bowl commercials often generate widespread discussion and elevate brand visibility, the Oikos ad is poised to engage audiences during one of television’s biggest events. The evolving landscape of competitive advertising this year, including Pepsi’s direct nods to Coca-Cola, points to a continued trend of playful yet pointed marketing battles at the Super Bowl.
