Tree Hut is making its Super Bowl debut by doing the opposite of what beauty advertising usually does. Developed in partnership with creative agency of record Bakery, the brand unveiled its first-ever Big Game spot, titled “Uncontain Yourself,” this morning on TikTok and Instagram. The 30-second film follows Tree Hut’s December rebrand and marks the next step in its first linear advertising push.
Rather than leaning into the polished minimalism dominating the beauty category, Tree Hut deliberately pushes against it. The spot opens on a group of people in bathrobes performing a rigid, highly controlled “clean girl” routine, guided by a pristine, scripted voiceover.
That uniformity is shattered when one woman grabs a bright pink scrub and throws it at the speaker. From there, restraint gives way to release: bathrobes drop, color floods the room, and participants smear themselves in bold, vibrant scrubs. What begins as sameness transforms into sensory joy that refuses to stay contained.
Instead of celebrity endorsements, Tree Hut flipped the traditional Super Bowl playbook by casting real fans, creators, and longtime community members, many of whom helped fuel the brand’s explosive social growth. Featured creators include Lanie Kristin, Olivia Dejarnett, Valeria Stephanie, Paul Fino, Emily Lula May, Courtney Quinn, and Lisi German, bringing the energy and authenticity of TikTok directly to broadcast. Watch below:
“Our goal was to take Tree Hut to a bigger stage without losing the brand’s voice,” said Luis Garcia, Chief Marketing Officer at Tree Hut. “By centering our first Super Bowl spot on creators, we stayed true to our community-driven roots while bringing ‘Uncontain Yourself’ to life in a bold, expressive way.”
“Tree Hut grew from real people loving, sharing, and talking about the products,” added Kerrie Heckel, Executive Creative Director and Partner at Bakery. “Celebrating that connection by bringing real fans and creators to the national stage was essential.”
The spot will air nationally during the Big Game on Peacock, reflecting where the brand’s audience actually watches. Additional regional broadcast buys will run across Tree Hut’s top markets, including DFW, New York City, Los Angeles, Chicago, and Miami. Media was handled by KEN Media.
The result is a community-powered Super Bowl debut that swaps celebrity gloss for creator-driven chaos, and positions Tree Hut as a brand unafraid to make a mess in pursuit of joy.
CREDITS:
BRAND: Tree Hut (Naterra)
- Luis Garcia, Chief Marketing Officer
- Natalie Martin, Marketing Director
- Lindsey Scales, Marketing Director
- Sarah Craig, Associate Director, Integrated Media
- Katryna Ross, Creative Group Director
- Kristina Walton Zapata, Creative Director
- Lauren Lane, Senior Digital Media Manager
- Karen Ingram, Senior Brand Manager
- Foram Katariwala, Senior Brand Manager
- Adetoun Adegbite, Senior Brand Manager
- Ashley Leon, Brand Manager
- Catherine Kotchian, Brand Marketing Specialist
- Christina Cardinale, Associate Brand Manager
- Juliet Ziauddin, Brand Marketing Specialist
- Anna Johnston, Digital Media Specialist
- Tèa Campbell, Social Media Strategist
- Tara Volz, Senior Influencer Marketing Manager
- Skylar Lane, Content Creator
AGENCY: Bakery
- Micky Ogando, Founder & Chief Creative Officer
- Jacqueline Thompson, Chief Operating Officer
- Kerrie Heckel, VP, Creative Director
- Hailey Kirkpatrick, Strategy Director
- Hache Hernandez, Creative Director
- Justin Grady, Associate Creative Director
- Daniel Del Toro, Associate Creative Director
- Alejandro Canela, Sr. Art Director
- Blake Rozas, Sr. Copywriter
- Bella Borenstein, Art Director
- Julia Hancock, Art Director
- Pablo Rodriguez, Copywriter
- Kaleb Sindac, Design Director
- Morgan Unroe, Associate Design Director
- Frida Garcia Berriochoa, Designer
- Elizabeth Klein, Designer
- Jamie Kepko, Production Design Director
- Kaitlyn Toney, Production Designer
- Keith Mwangi, Social Media Director
- Nicole Smith, Social Media Coordinator
- Kayla Jowski, Account Director
- Carson Moran, Senior Account Manager
- Hannah Jones, Director of Project Management
- Maddy Lyon, Project Manager
- Molly Armstrong, Project Manager
MEDIA: KEN
- Celina McGraw, Head of Media
- Eryka Arzola, Media Supervisor
- Trinity Cook, Senior Media Strategist
- Michelle Tran, Media Assistant
For more Super Bowl coverage, click here.
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