After teasing its seventh Super Bowl appearance earlier this month, Oikos released the full version of its 2026 Big Game spot today, giving viewers a complete look at the streaming-only ad that will run on Peacock during Super Bowl 60.
The ad, titled “The Big Hill,” stars NFL running back Derrick Henry and actor-comedian Kathryn Hahn navigating San Francisco’s steep streets as a visual metaphor for strength. The full cut expands on the teaser’s core idea, leaning into both physical exertion and comedic relief as Hahn and Henry confront increasingly absurd uphill challenges.
The spot reinforces Oikos’ long-running brand platform, “Stronger Makes Everything Better,” while spotlighting two parts of its portfolio: the brand’s core high-protein yogurt cups and its newer ready-to-drink protein shakes, which launched last year. The shakes contain 30 grams of protein per bottle and represent a growing priority for Oikos as it looks to capture consumers seeking functional nutrition beyond traditional dairy formats.
The full ad was developed in partnership with BBDO, continuing a relationship that dates back to Oikos’ “Hold My Oikos” campaign, while Danone’s in-house team handled elements of the surrounding teaser and social content, according to Victoria Badiola, senior vice president of Oikos Danone U.S.
Oikos’ decision to run the spot exclusively on Peacock reflects its broader shift toward streaming-first Super Bowl buys, a strategy it says better aligns with how younger audiences are watching the game.
The brand has also built a larger ecosystem around the ad, including creator partnerships and second-screen activations designed to extend the moment beyond the 30-second commercial.
Oikos declined to share which quarter the ad will air or additional details about its creator lineup, but said the full release marks the start of a broader push that will build through game day—positioning the brand squarely within what marketers have dubbed the “Wellness Bowl” era of Super Bowl advertising.
