Dannon’s first Super Bowl ad also appears to be the first to promote yogurt, and therefore the first for Greek yogurt as well.
"In the United States, yogurt is still an emerging opportunity, in that today, the average American eats about 12 pounds of yogurt per person per year, whereas in Canada, it's double that," a spokesman for the company, part of Groupe Danone in Paris, told Ad Age at the time. “In France, it's fives times that.”
The ad, created by Poptent crowdsourcing and Dannon agency of record Young & Rubicam, stars John Stamos, he of Greek heritage, touting Oikos, a brand introduced only in mid-2011. Dannon would pass up the following Super Bowl, saying it wanted to take the time to gauge the long-term viability of the Greek segment in general and Oikos in particular, but came back with another Oikos/John Stamos ad (“The Spill”) in 2014’s Super Bowl XLVIII. By then it was not the only yogurt brand in the game (see also Chobani's "How Matters.")
Director: Remy Neymarc. Production company: Neymarc Visuals. Writer/producer: Andrew Neymarc.
AGENCY: Poptent, Young & Rubicam
QUARTER AIRED: Q3