Overview
- The 30-second ad, “The Big Hill,” debuted Jan. 29 and is slated to stream on Peacock just before Super Bowl LX halftime on Feb. 8.
- In the spot, Kathryn Hahn pushes a stalled San Francisco cable car up a steep hill and later catches an Oikos protein shake thrown by Derrick Henry.
- Variety reports the commercial will not appear on NBC’s linear broadcast, underscoring advertisers’ growing interest in streaming-only placements.
- Oikos executive Victoria Badiola said the strategy aims at Gen Z and millennial audiences as the brand highlights its high-protein shakes after seven consecutive Super Bowl campaigns.
- Hahn recounted working with a stunt coordinator and practicing catches with Henry, while Henry praised the partnership and emphasized Oikos’ protein-focused products.