# Heroic Protein Commercials OIKOS' Big Game Ad, The Big Hill, Stars Kathryn Hahn & Derrick Henry By Laura McQuarrie | Published 2026-01-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-big-hill References: [multivu](https://www.multivu.com/oikos/9375751-en-oikos-game-day-spot-kathryn-hahn-derrick-henry)  At a time when all things protein-forward are in focus, OIKOS is doubling down on its stance that "Stronger Makes Everything Better " in The Big Hill, its 30-second Big Game ad starring Emmy-nominated actress Kathryn Hahn and professional football player Derrick Henry. [OIKOS'](https://www.trendhunter.com/trends/surprising-strength) Super Bowl 2026 spot begins with an abrupt end to the San Francisco cable car tour Kathryn Hahn and Derrick Henry are enjoying, but OIKOS Triple Zero high protein Greek [yogurt](https://www.trendhunter.com/trends/emma-lovewell) cups and OIKOS Protein Shakes save the day, providing the support from quality protein to muscle the transport system up a steep road. The Big Hill from America's top high-protein yogurt brand will air exclusively on [NBC's](https://www.trendhunter.com/trends/washerdryer-set) streaming service Peacock, leading into halftime. ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 82% | Activity: 69% | Freshness: 63% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Protein-infused Advertising:** With an increasing focus on protein-forward lifestyles, advertising campaigns are incorporating protein-rich narratives to captivate health-conscious audiences. - **Celebrity Endorsements in Health Marketing:** Marketing campaigns featuring well-known personalities like athletes and actors align with health and fitness themes to enhance brand credibility and appeal. - **Interactive Streaming Ads:** Streaming services are hosting exclusive and interactive ads, like OIKOS' Big Game spot on Peacock, to engage viewers in a highly personalized manner. ### Industries Being Reshaped - **Functional Food Products:** The growing demand for products that offer additional health benefits, such as high-protein content, is disrupting traditional food and beverage industries by defining new consumer preferences. - **Sports Nutrition:** Athlete-endorsed products and sports-themed marketing are driving innovation in sports nutrition by directly connecting with enthusiasts and professionals alike. - **Digital Advertising:** The utilization of digital platforms for exclusive ad placements is transforming how brands reach their target demographics with customized and strategic content. ## Related on Trend Hunter - [Exclusive Ketchup Kegs](https://www.trendhunter.com/trends/heinz-kegchup.md) - [Suspenseful Big Game Ads](https://www.trendhunter.com/trends/squarespace-2026-super-bowl.md) - [6-Pack Furniture Collections](https://www.trendhunter.com/trends/home-decoors.md) - [Scent-Inspired Cakes](https://www.trendhunter.com/trends/scent-inspired-cakes.md) - [Hangover Breakfast Burgers](https://www.trendhunter.com/trends/hangover-breakfast-burger.md) - [Streamlined Software Campaigns](https://www.trendhunter.com/trends/rule-your-business.md) - [Self-Aware Big Game Ads](https://www.trendhunter.com/trends/bet-on-kendall.md) - [Musical Grocery Service Ads](https://www.trendhunter.com/trends/instacart-bananas.md) - [Softness-Inspired Branded Apparel Collections](https://www.trendhunter.com/trends/kings-hawaiians.md)