For the Super Bowl, Danone yogurt brand Oikos pays tribute to what may very well be NFL players’ most important muscle: the gluteus maximus.
The #YoGlutes campaign, created out of Lightning Orchard, celebrates the powerful rear ends of the National Football League, cutting together scenes like Dallas Cowboys quarterback Dak Prescott’s pregame “Dak Dance” ritual, the New York Giants running back Saquon Barkley’s grueling leg day workout and the New Orleans Saints guard Andrus Peat, running like a beast during the NFL Scouting Combine when he was still a student at Stanford.
The perfect soundtrack punctuates the ad: Major Lazer’s “Bubble Butt.”
Ending with the line “NFL glutes need protein,” the spot promotes Oikos Triple Zero, which the brand bills as the “number one high protein yogurt” in the U.S.
Oikos didn’t make a national broadcast buy. Rather, the spot is running on social and online during the Super Bowl Live Stream on Fox Sports.
"We created our Super Bowl LIV commercial to celebrate the strength of professional athletes and are delighted to include a roster of incredible NFL players to bring it to life," said Surbhi Martin, VP-marketing Danone North America in a statement. "Oikos Triple Zero believes in working hard and having fun while building strength, and we hope this ad brings even more excitement and humor to game day."