Oikos gets ugly for its Super Bowl LV spot

2020 tested the strength of the fitness industry, which lost more than 480,000 jobs due to the pandemic. Gyms are closing and the fitness pros that help us flex our ugliest #PROFACES – that ugly game face we all make when maxing out on the weight floor or on the field – are struggling. In its new Super Bowl spot, Oikos salutes these fierce #PROFACES.

The new :30-second ad features Oikos spokesperson and New York Giants Running Back Saquon Barkley, JuJu Smith-Schuster, Jalen Hurts, Darius Poulk, AJ Brown and other titans of strength, including New York-based fitness trainers Angela Gargano and Nina Saunders, making their most epic #PROFACES as they push their limits in the gym. And Sponge Bob. Watch below:


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“We’re excited to debut Oikos® PRO, our new collection of protein-packed products, at the Super Bowl with a new ad that demonstrates our support of the fitness community and those pros who dedicate their time and energy to keeping us strong,” said Surbhi Martin, Vice President, Marketing, Danone North America. “Fitness professionals are one of the many groups in need of our support right now and we wanted to ensure they get the helping hand they deserve. That is why we’re proud to introduce Oikos® PRO for Pros, our new grant program and commitment to strengthening the independent businesses and trainers that keep us, and our #PROFACEs, strong in these challenging times.”

#PROFACE will air on Sunday, February 7, during the CBS Super Bowl pre-game show and livestream.

Oikos Launches Oikos PRO Grant Program

The yogurt brand also announced the launch of Oikos PRO for Pros, a grant program, to help give independent fitness businesses and trainers the support and strength they need.

The new grant program was inspired by the brand’s latest product innovation PRO, which contains 20 grams of high-quality protein per 5.3-ounce serving,  and its Super Bowl debut in the new #PROFACE ad.

Through Oikos PRO for Pros, the yogurt is giving away 100% of February profits from sales, with a minimum donation of $100,000, to strengthen those who strengthen us. The program will give 100 trainers and independent gym operators the chance to receive at least a $1,000 grant to help strengthen their fitness-focused businesses.

Between 2/1/2021 2/28/2021, Fitness professionals and independent gym owners can apply for the chance to receive at least $1,000 by visiting www.OikosPROforPros.com. They are invited to share how they have stayed strong and/or strengthened their community throughout the COVID-19 pandemic and a photo of their best #PROFACE.


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“The fitness industry is dedicated to fostering strength in all forms,” remarked Angela Gargano, American Ninja Warrior contestant and personal trainer. “But this year, it’s the fitness pros and independent gyms that need our support. This is an incredible program to help give them an extra boost of strength so they can get back to doing what they love — building strong bodies, minds and #PROFACES.”

“Recovering from ACL and meniscus injuries involves a lot of time rehabbing and making some really ugly #PROFACES,” noted Saquon Barkley. “Oikos PRO knows that in order to get strong, you first need to get ugly.”

Oikos PRO encourages fans to help spread the word by sharing their ugliest #PROFACE on social media, tagging their favorite trainer or local gym.

What do you think of this spot? For a complete list of Reel 360’s Super Bowl coverage click here. Super Bowl LV airs February 7 on CBS at 6:30 PM EST, 5:30 PM CST and 3:30 PST.

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