Kathryn Hahn may play Agatha Harkness in Disney’s Marvel Universe, but she’s taking on a real action-hero role when it comes to the Super Bowl.
In a new ad for Danone North America’s Oikos, Hahn helps save the day by pushing a stalled San Francisco cable car up one of the city’s very steep hills, then catches a container of protein shake hurled to her by Baltimore Ravens player Derrick Henry. It’s the latest in a series of Super Bowl commercials for the yogurt manufacturer, which has placed ads in the Big Game for seven consecutive years.
“It definitely was a new thing for me,” says Hahn, during a recent interview, noting that she enjoyed the physicality of the shoot as well as the chance to “catch some spirals from Derrick Henry.”
In a twist, however, Oikos’ ad will appear only on Peacock’s live stream of Super Bowl LX, which will also be telecast on NBC on February 8. The commercial is slated to appear as the game moves toward halftime, but will not surface on the actual NBC broadcast. Executives familiar with ad sales tied to sports events say this type of buy has become increasingly popular, because it still generates a high unit price, but they note such commercials often turn up when the TV network showing the game goes into a local ad break.
Oikos executives liked the streaming-only option because it ensures their commercial gets in front of what will likely be a younger audience, says Victoria Badiola, senior vide president of Oikos Danone U.S.
“Partnering with Peacock helps us reach a younger audience, so more Gen Z and millennials that are looking for,viewing experiences that are more mobile, more on demand, more flexible,” she says. “I think it’s a platform that’s going to just keep growing, so it was definitely a strategic move.” She declined to comment on pricing for the streaming-only ad, but NBC has been seeking between $7 million and $10 million for 30 seconds of traditional Super Bowl ad inventory.
In 2025, Oikos worked with Juno Temple in a Super Bowl commercial that had the actor appearing to hoist NFL player Myles Garrett on her back and carry him across a crowded airport.
Oikos wants to continue to focus on the strength its protein-packed products can give to customers, says Badiola, and the new shakes can help the company stand apart from a crowded field. The Super Bowl represents ‘an opportunity for us to get the message out in a big way.”
At one point in the ad, Hahn appears to fall down one of San Francisco’ s sloping avenues, but she confides she worked with “cozy mats” and a stunt coordinator to achieve the necessary action. “You just kind of rolled back on to a safe place rather than actually falling on something.” Is that her doing all the stunt work? “I think it was all me,” she says. And maybe some yogurt.
English (US) ·