Oikos’ 2026 Big Game ad, “The Big Hill,” is designed to run exclusively on Peacock (and also be supported on Oikos social channels), rather than in the traditional TV broadcast. The spot stars NFL running back Derrick Henry alongside actor-comedian Kathryn Hahn and uses San Francisco’s steep streets (and a cable car setup) as the central visual “strength test.”

Oikos Goes Streaming-Only for Super Bowl LX With Derrick Henry and Kathryn Hahn

The Super Bowl isn’t just football, it’s the biggest pressure-test in advertising, where brands fight to earn attention in a single moment. For Super Bowl LX on February 8, 2026, Oikos is taking a sharp digital-first turn with a streaming-only Big Game ad, proving that “premium placements” now extend well beyond traditional broadcast TV.

Why Derrick Henry + Kathryn Hahn Works

Oikos titled its 2026 creative “The Big Hill,” pairing Derrick Henry’s larger-than-life power with Kathryn Hahn’s comedic range to make the story instantly watchable, even if you’re not there for football. Set around San Francisco’s famously steep hills, the commercial leans on escalating uphill challenges—played for laughs—while tying “strength” to Oikos’ high-protein positioning.

The big strategic shift: streaming-only on Peacock

Oikos’ key headline is distribution: the ad is slated to air exclusively on Peacock during Super Bowl LX rather than during the NBC broadcast. That choice reflects a broader shift in how marketers chase younger viewing behavior, with Oikos leadership explicitly pointing to streaming’s ability to reach Gen Z and millennials who prefer flexible, mobile viewing.

What marketers should learn from this move

A streaming-only Super Bowl buy creates a different kind of advantage: it’s not just about reach, it’s about context (viewers already in a digital environment where follow-up actions are frictionless). Oikos is also framing the spot as part of a broader campaign ecosystem using social distribution and other activations to extend the moment.

If you’re a business trying to translate “event-level attention” into always-on growth, this is the playbook to study: start with a strong story, then design a distribution plan where audiences can actually click, share, and convert. For teams that want help building campaigns like this, from creative strategy to digital execution, check out our marketing services (creative, digital, and print) for a solid next step to explore at Marketeller.