By Barry Janoff
January 21, 2014: Mary-Kate and Ashley Olsen won't be there, but John Stamos, Bob Saget and Dave Coulier from the old TV show, Full House, will be at Super Bowl XLVIII.
Dannon Oikos is bringing Stamos, Saget and Coulier together for a 30-second Super Bowl spot that is part of a larger campaign featuring the trio of actors.
This is Dannon Oikos' second appearance in the Big Game, following a spot in Super Bowl XLVI in 2012.
Full House, which ran from 1987-95, featured Saget as Danny Tanner, Dave Coulier as Joey Gladstone and Stamos as Jesse Katsopolis. Twins Mary-Kate and Ashley Olse, now 27, both played toddler Michelle Tanner.
The brand said the purpose of the campaign is to help "educate Americans about how Dannon Oikos Greek yogurt fits into the fabric of American life."
Rival Chobani is also running a 30-second ad on Fox during the game, its first entry into the Super Bowl broadcast.
“Our ad in 2012 was a big hit for us and helped encourage a lot of Americans to give Greek yogurt and Oikos a try," Sergio Fuster, CMO for The Dannon Co., said in a statement. "In 2014, we’re building on our success as the leading maker of yogurt by focusing on the lighter side of the big game with a very entertaining ad for the brand.”
The Dannon Oikos ad will run during the fourth quarter of the game on Feb. 2, according to Dannon. A teaser spot shows Stamos, who has been a Dannon spokesman since 2011, eating Okios and watching "the Big Game." He turns to see Saget and Coulier, wearing pajamas and sitting on a kitchen counter behind him.
"What do you say boys. Time to go to bed?" Stamos asks.
Saget replies, "Don't you think it's time we all got our own places?" referring to their live-in situation in Full House.
After a moment's hesitation, they all reply in unison, "Nah!" (See the full teaser spot here.)
Dannon said the Super Bowl spot is is part of a fully-integrated campaign including experiential activation in New York during the week before the game and the launch of Dannon Oikos food trucks.
A dedicated Web site features other snippets of videos under a "Bromance" umbrella: "Air Hockey" sees Coulier beating a cardboard version of Stamos in a game of air hockey. A Good Clean Joke ("Two carrots are driving in a car . . .") and some behind the scenes videos of the three men goofing around.
Support also includes Internet and social media such as Facebook, Twitter and YouTube. Lead agency is Vinizius/Y&R.
Dannon said that the concept for the commercial was "crowdsourced among a select group of top talent from Poptent," the video production platform that enables brands and agencies to collaborate with more than 70,000 independent filmmakers worldwide.
Back to Super Bowl 48
Back to Home Page