Martin Lawrence may best be known in Hollywood for his “Bad Boys” team-ups with Will Smith, but he’s ready to work with a new partner for a very different mission.
The comic actor is paired with Shannon Sharpe, the ESPN co-host and former Denver Bronco, in a bid to show how a lineup of Oikos snacks with protein can boost energy levels. The two take part in a 30-second Super Bowl ad that mixes Lawrence’s trademark irreverence with the Game Day humor that viewers no doubt expect.
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“We had a good script,” notes Lawrence during an interview, “but they gave us the freedom to ad-lib if we wanted to, and we added certain little things.”
In the spot, Lawrence and Sharpe are working through a few holes of golf, until their cart gets submerged. With the use of Oikos’ lineup of protein-packed snack, Lawrence is able to put the vehicle on his shoulders (thanks to a crane that is not seen on camera) and carry it out of the water. And Sharpe learns that he owes Lawrence a new pair of pants (in a line that Lawrence says he ad-libbed during the shoot).
Lawrence and Sharpe have encountered one another before. “Shannon Sharpe came to a show of mine. I was performing in Atlanta over 20 years ago and all of a sudden, I see this big dude upfront,” Lawrence recalls. Sharpe remembered the performance as well.
The two may be teaming up for the first time, but Oikos is an old hand of sorts when it comes to Super Bowl advertising. Its appearance during CBS’ February 11 telecast of the showdown between the Kansas City Chiefs and the San Francisco 49ers will mark the yogurt brand’s fifth consecutive Big Game commercial appearance.
“Through our star-studded talent of Martin and Shannon, we’re showcasing how our delicious snacking choices help everyone support their strength,” said Rafael Acevedo, president and general manager at Danone North America, in a statement. “While our spot is airing during the Big Game, this isn’t just about Game Day strength for us. Oikos is committed to elevating pathways to strength for all and helping increase more equitable access to nutrition resources in underserved communities to ensure everyone can get the strength they crave.”
Oikos isn’t putting its entire marketing burden on its TV commercial. The company will use in-store displays to make shoppers aware of its efforts and is also running a “Snack Strong Oikos” sweepstakes, which lets fans enter through February 29, 2024, for a chance to win $25 and $50 Fanatics gift cards, and a chance to win a home theater. The Oikos Super Bowl ad will be made available across the brand’s social-media feeds on Instagram, Facebook, YouTube, and TikTok.
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